Disney Junior Chases Next Generation of TV Viewers

New net takes aim at rival Nickelodeon

As the kids networks face stiff competition for those young eyeballs, Disney Channel last week spun off its popular preschool programming block into a full-fledged network.

Disney Junior, with a target demo of 2- to 5-year-olds, hopes to build on a program slate that has been gaining on rival Nickelodeon’s preschool program block—which itself spawned its own channel in Nick Jr.

Disney Junior supplants SoapNet, whose repeats of daytime soaps floundered with the rise of the DVR and ABC’s mass cancellation of ratings-challenged daytime dramas.

“We certainly have Sprout, we have Nick Jr.

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