Since it's launch, the 24/7 Disney Junior network (as well as its early morning counterpart on Disney Channel, proper) has embarked on a quest to reach parenting groups as much as it reaches its "core audience" (Kids 2-8). Moms, in particular, have become an increasingly invaluable component of this commitment to content expansion. Whereas Disney Junior (on Disney Channel) recorded ratings highs in Q2 2012 for Kids 2-5 (521,000/3.1 rating) and Girls 2-5 (246,000/3.0), the numbers were also plentiful representing Women 18-49 (279,000/0.4). The numbers from July 2012 were even better, for Women 18-49 (332,000/0.6).
But reaching moms, dads, and other parental guardians, whether through co-viewing approaches or other means, takes a bit of skill. Disney Junior Night Light (September 4th; 9:00pm - 4:00am, ET/PT) hopes to represent that particular skill shot: an inspirational cooking show hosted by chef Helen Cavallo ("That's Fresh"); a finger puppet series that provides quick caricatures of classic storybook fairytales ("DJ Tales"); and an original series ("Picture This!") guided by guest artists and animators, discussing (and drawing) classic and contemporary Disney characters. These short-form programs, sponsored by Babble (YouTube), will buttress existing Disney Junior content currently populating the airwaves.
These short-form programs are all currently in development; no timetable was provided.
Disney Junior admirably pledges to "reflect the emotional connection generations of consumers have to Disney storytelling and Disney characters, both classic and contemporary." But the brand doubtlessly pursues this mantra in an effort to muscle out the ongoing efforts of NICKMOM TV, whose similarly scheduled late night position on Nick Jr., though focusing less on co-viewing content parents, targets the same demographic with a mix of long-from and short-form original programming.