Disney Channel has decided to launch Disney Junior on July 4, 2011. Targeting children aged 2-7 years, the new band will be positioned as a multi-language and multi-platform entertainment destination for children, to reflect the emotional connection generations of consumers have with Disney storytelling and characters. The new programming band will be telecast in English, Hindi, Tamil and Telugu.
Disney Junior will invite parents and grandparents to join their children in the experience of musical and heartfelt stories and characters, both classic and new, while incorporating specific learning and developmental themes. Disney Junior will take memories of the Disney experience, held by generations of parents and kids, and bring them to life on television and other media, with elements that encourage early childhood learning, including early Math, language skills, healthy eating and lifestyles, and social skills.
"As we continue to build a family entertainment brand in the country, Disney Junior will be a noteworthy introduction for many Indian kids and families, to the unique, unmatched and magical brand that is Disney," adds Malhotra.
Some of the programmes in this band include 'Jake and the Never Land Pirates', an animated adventure combining new and classic Disney characters Captain Hook and Smee (Peter Pan). Disney Junior will also feature a short form series, 'Mickey Mousekersize', to encourage healthy lifestyles for pre-schoolers and families, as well as new shows 'Cat in the Hat knows a Lot About That', 'Mickey Mouse Clubhouse' (for pre-schoolers),'Handy Manny', 'Special Agent Oso', and 'Little Einsteins'. In addition, the block will also showcase innovative short-form content, featuring characters from the popular Disney movies 'Cars' and 'Toy Story'.
Disney is supporting this band with other media as well. Apart from television, Disney Junior will soon be available on-the-go as a magazine, with 'activities' and stories for children. This is in addition to a series of DVD content featuring select Disney Junior shows already available at the retail level. One can also access games and on-line activities on Disney Junior content online through a section on www.disney.in.