Hayes, who is also executive editor at the trade publication Broadcasting & Cable, noted that there had been surprisingly little commotion over “Sofia the First.” That show was considered risky because - while rooted in teaching social skills - it is more driven by entertainment than overt education. “There continues to be a lot of anxiety from parents over how much TV is too much,” said Dade Hayes, author of “ Anytime Playdate: Inside the Preschool Entertainment Boom, or How Television Became My Baby’s Best Friend.”Įven so, Mr. Preschool entertainment is a politically delicate area filled with advocates who recoil at TV aimed at children as young as 2. “People have been saying ‘Dora is dead’ for years, but the old girl still has a strong following,” said Chris Byrne, a toy analyst. Even at 13, “Dora the Explorer” generates about $1 billion annually in global retail sales. allows advertising aimed at mothers, but only a bit - the potential payoff in the toy aisle is huge. is available in 75 million homes, 25 percent more than Disney Junior.ĭisney now has the top three preschool cable programs, led by what appears to be a monster-size new hit, “Sofia the First,” a cartoon that stars a pint-size princess and her zany animal friends.Īlthough ad revenue is small - Disney Junior accepts limited sponsorships Nick Jr. On Tuesday Nielsen data for Disney Junior will be revealed for the first time the new channel is expected to beat its rival, even though Nick Jr. ratings have plummeted more than 50 percent, according to Nielsen. Competition was also light: the Walt Disney Company, preoccupied with hunting for preteenagers, operated no 24-hour preschool channel.īut in the year since Disney introduced Disney Junior, a channel aimed at the tiniest of viewers, Nick Jr. The service, owned by Viacom, had a smash hit in “Dora the Explorer,” which made its debut in 2000. 1 channel dedicated solely to preschool children.

Nick jr