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Will join crowded kids space as 24-hour net in search of youngest demo
AFTER EXISTING as a programming block on Disney Channel for the last year, Disney Junior is ready to grow up into its own 24-hour cable channel.
The network, which replaces SOAPnet, launches March 23 and is joining the crowded kids space that already includes two Disney properties - Disney Channel and Disney XD - plus Cartoon Network, The Hub and longtime category leader Nickelodeon, though that last point may be changing. In February, Disney Channel tied Nickelodeon in total-day ratings among kids 2-11 for the first time in 16 years, and Nick's recent ratings declines have rivals thinking opportunistically (see related story on page 18).
That makes it not a bad time for the preschooltargeted Disney Junior (the network's key demo is kids 2-7) to...