Sandy Wax, president of preschool channel
Sprout, has long seen the potential of a standalone network
targeting the under-5 demographic.
Before launching Sprout in September 2005, she worked
for The Walt Disney Co.’s cable business and helped build
the “Playhouse Disney” preschool block that later became
Disney Junior. Playhouse Disney
launched as a separate channel
internationally, but Disney opted
against doing so here.
“Sprout was launched while
the other guys were thinking
about it,” Wax said.
Since then, preschool-aimed
Noggin has become Nick Jr.
and began programming on a
standalone, 24-hour basis and
Disney Junior, targeting preschool
and young elementary-
school kids, is emerging as
a full-time channel, replacing Disney-owned SoapNet.
“I do think there is a market for more kids’ options in
the preschool space and outside of preschool,” Wax said.
There is a big audience among Disney Channel, Nickelodeon
and Cartoon Network, increasingly a battle for
No. 1 between Nick and Disney. “I think the more choice
that we can get for children the better, and there’s a market
for it.”
Hence some kids’ channels, such as Disney XD and
TeenNick, have focused on tighter niches, and new entrants
have come in, including The Hub, the joint venture
between Discovery Communications and Hasbro
targeted to 6-to-12-year-olds,
she said.
Sprout, aimed at preschoolers
and their caregivers and
carrying ads for women in the
18-to-49 demographic, has
been Nielsen-rated for a little
over a year and can demonstrate
audience gains, Wax
said. In January and February
combined, she said, the viewing
numbers are up 64% in kids
ages 2-5 and up 23% among
women ages 18-49.
Some credit goes to new shows, including January’s
additions of new original animated series Pajanimals
and Poppy Cat and former Nick Jr. show LazyTown, Wax
said. Nielsen data also helped Sprout adjust its schedule
to make better use of popular shows Fireman Sam
(from Sprout joint-venture partner HIT Entertainment)
and Super Y (from JV partner PBS Kids).
Coming up is international import Justin Time. “It’s
an adorable show about a boy who goes back in time,
goes to the moon, who learns about the world around
him by traveling through time with his special friend,”
Wax said. It launches on Earth Day (April 22), a big day
for NBCU (“Green is Universal”).
While Sprout’s owners create new shows and provide
mainstay fare such as HIT’s Barney & Friends, Wax
said Sprout is more concerned with establishing itself
as a standalone entity and trying new concepts (such
as hosted programming blocks) than are Disney and
Nick.
Disney reinforces owned franchises, including
Mickey Mouse and Peter Pan, in programming. And
Nick Jr. this month retired longtime animated “hosts”
Moose and Zee, prompting an online petition from
annoyed parents that as of last week had more than
10,000 names. Wax said Nick Jr.’s move could help
Sprout “because that’s not our philosophy. We really
feature our hosts and our hosts create that connection
with the audience, in addition to the programming.”
Nick Jr. officials declined interview requests last
week.
