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DISNEY CHANNELS continued from page 127


programmes that engage the slightly older six and seven-


Above: The madcap antics of stepbrothers Phineas and Ferb have been real heroes on the Disney XD channel.


year olds who aren’t quite old enough for other Disney channels.”


One such show that debuted at the time of the channel’s re-launch was Jake and the Never Land Pirates which Boel confirmed created some real traction for the channel. “Since then our reach has grown massively, particularly in the last 12 months and we have reached 11.3 million individuals this year, that’s 1 in 5 of the whole population watching Disney Junior which is important when you are talking about creating franchise opportunities. So while Jake was a big launch for us, the series premiere of our latest show Doc McStuffins far out-performed Jake to become the number one series premiere on the channel, demonstrating just how much we have grown.”


Return To Never Land


Jake and the Never Land Pirates launched on Disney Junior in May 2011 and is a spin on the Disney classic Peter Pan. “It gives a nod to the Disney heritage and the characters from the original film, but brings it up to date; it’s what people expect from Disney,” said Boel. Jake and the Never Land Pirates is a music-filled interactive treasure hunt that introduces a crew of kids’ pirates, the leader of which is Jake and his pals Izzy and Cubby - and follows their Never Land adventures as they work out how to outwit the infamous Captain Hook and Mr Smee. The programme taps into the little boy (aged 2-5) who believes that anything is possible and wants to be a pirate having swashbuckling adventures. Already a robust product range has hit the shelves exploiting the brand’s strong reach. In fact, Jake and the Never Land Pirates was viewed by more individuals aged 4+ than key preschool competitors such as Thomas the Tank Engine, Bob the Builder, Dora the Explorer and Chuggington. In 2012 the programme was also viewed by an audience of 5.2 million, of which 1.7 million were children aged 4-15 and 1.3 million were kids 4-9 years (Source: Q2 TV Ratings BARB).


Left and below: Jake and the


Never Land Pirates is a modern take on Peter Pan.


Content Calendar •• Jake’s Mateys half-term (February 2013).


On-air and online stunt Pirates and Princesses (Summer 2013). • Season three greenlit.


A SPECIAL MAX PUBLISHING © Disney


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disney PUBLICATION 2013


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