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Walt Disney launches its 4th offering Disney Junior

The latest product from the Disney stable, Disney Junior is an extension of the preschool programming block on Disney Channel, which will run ad-free and be completely focused on subscription.

The Walt Disney Company, which so far offered three kids' channels in India, has decided to strengthen its kid's product portfolio with the launch of its fourth offering, Disney Junior India. The other channels from the stable include Disney Channel, Hungama and Disney XD.

The latest product from the Disney stable, Disney Junior is an extension of the preschool programming block on Disney Channel, which is branded under the same name and plays throughout the morning hours.

Vijay Subramaniam

Speaking to afaqs!, Vijay Subramaniam, executive director, Disney Kids Network, Disney UTV, says, "Through the Disney Junior block on Disney Channel, we learnt that there is a very strong set of audience within the kids domain waiting to fill up the need for a product that caters to them exclusively. While there is a lot of entertainment there for kids, it does not necessarily resonate with the youngest member of the family. This is why we decided to extend the Disney Junior programming block into a 24X7 kid's channel." It is pertinent to note here that the Disney Junior block will continue to run on Disney Channel.

Interestingly, targeted at the two to seven-year olds across the SEC A, B and C audience, Disney Junior completes The Walt Disney Company's product portfolio in the kids broadcasting space in India.

While Disney Channel is a kids-led family inclusive channel targeting the 4-14-year-olds, Hungama TV is positioned as a mad-comedy and fun channel devoted to the same age group. Also, its content is mainly driven by Japanese animation. Meanwhile, Disney XD is an action-based channel with a sharp focus on the 4-14-year-old boys.

Disney Junior India will run ad-free and will be focused only on subscription. Its initial hub will be the top eight cities namely Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Bengaluru, Lucknow and Chandigarh.

To begin with, the channel will be available on networks that have digital connectivity and soon on DTH too. It is currently available on Hathway, Incable, Den, GTPL and Fastway (in Punjab).

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