Disney Junior’s new Doc McStuffins show
In late March 2012, the Disney is launching a new animated show called Doc McStuffins on its Disney Junior cable channel aimed at 2 to 7 year olds. This is in addition to children programming in the ABC family, the Disney Channel, and the Disney XD mainly aimed at boys. It is also a new begging for Disney who for many years relied on Jiminy Cricket.
Programming for the preschool age kids from Disney is a direct result of its long standing battle with Viacom for market share. Viacom is the leader in cable television for children programming through its Nickelodeon network. Disney expects to go head to head with Nickelodeon’s SpongeBob SquarePants and Dora. Since Disney Junior broadcast fewer commercials than other competitors, parents are already raving about the new show increasing the prospect for success for Disney.
Kids television programming is a money making venture for cable channels. It generates revenue from subscription fees from viewers, advertising, and royalties from merchandise. Disney will allow Toys ‘R’ Us stores to carry new merchandise of the show.
The new animated show could cost $13 million for 26 episodes. This is much less than what Disney is spending on a children movie.