Disney UK and Ireland has unveiled its latest high-definition channel as well as a raft of new programmes across its network portfolio.
Disney Channel HD, which kicks off on September 16, will be the group’s third HD net, joining Disney Cinemagic HD and Disney XD HD.
Disney Channel HD and Disney Channel will launch as a simulcast service on the Sky platform in the UK and Ireland, accompanied by a handful of new series.
Highlights include new live-action comedy A.N.T. Farm, featuring emerging talent China Anne McClain; Friends for Change Games, a physical games series with an environmental message; and new music strand Disney Pop Stop (working title), including performances by Wizards of Waverly Place star-turned-singer Selena Gomez.
Also new to the UK is the TV premiere of Lemonade Mouth, a music-driven Disney Channel Original Movie (DCOM). “This movie has been a huge hit in the States, with more than 13.5 million viewers in its first two outings alone,” said VP of programming Jonathan Boseley.
Returning series will include season two of US sitcom Good Luck Charlie, which launches this summer, followed by another DCOM premiere and spin-off from the series; a two-part special of Wizards of Waverly Place (now up to season four); season two of live-action ‘buddy’ comedy Shake It Up, which is being extended into an online dance contest; and a second season of Disney Channel UK’s locally produced fashion tips magazine Get the Look.
Highlighting Disney’s expansion from channels into multiple platform brands, Boel Ferguson, general manager of Disney Channels UK and Ireland, called the rebranded Disney Junior channel the next step in Disney’s global preschool strategy. She added that the channel’s primary audience has broadened from 2-7s and its distribution now includes linear, an integrated website, VoD, mobile, YouTube and Facebook.
“We’re constantly looking for ways we can engage the whole family and encourage co-viewing,” said Ferguson, citing Disney Junior’s growing Facebook presence and safe social gaming site Club Penguin.
The arrival of Disney Junior to replace Playhouse Disney in May has generated a 37% year-on-year viewing increase and a record-breaking first month across TV and online, said Ferguson.
The network attracted 4.5 million viewers in its first month, making it the top pay-TV preschool channel, while web traffic was up 50% year-on-year. A key performer has been its new animated series Jake and the Neverland Pirates.
As well as being the new home for long-running UK arts and crafts show Art Attack, Disney Junior is also launching a handful of new and returning local productions this autumn. These include A Poem Is…, a shortform series featuring poems read by British actors, from Catherine Tate to Richard E Grant.
This fall, the channel will also air the UK TV premiere of the new Winnie The Pooh movie. First up this summer, though, will be a new season of Jungle Junction. Ferguson described the show, from UK indie Spider Eye Productions, as the country’s most successful preschool launch to date, having been sold into 149 countries.
“Children and families are at the heart of everything we do at Disney,” said Ferguson. “They are our most important audience and central to all our content development. Our portfolio of brands now covers all ages of children, boys and girls and their families.”
But she added: “Even with these great results and strong market position, we can’t rest on our laurels. Our audience is demanding and our marketplace is competitive and very challenging.”
Stressing the importance of being locally relevant to its audience, Ferguson highlighted the work of Disney’s European production hub. This continues to deliver animated and live-action content such as Disney Channel’s Get The Look; Disney XD’s Goalmouth; and Disney Junior’s Art Attack, A Poem Is… and Jungle Junction.
More new projects are on the way following the group’s call for multi-platform tenders from the UK’s independent production sector earlier this year.
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