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Disney launches Playhouse in Singapore

The next phase in Disney’s expansion into Asia takes place on May 15, when its preschool educational Playhouse Disney Channel launches on Singapore’s StarHub CableTV platform.

Having started life as a branded block on the Disney Channel on the same platform, the full Playhouse service will be commercial-free and will be aimed at kids 2-5, broadcasting in English with a Chinese option.

“Educational channels have always been popular with StarHub CableTV customers,” explained the platform’s svp of cable TV services, Sandie Lee. “Playhouse Disney Channel will fill a void for programmes designed for those aged between two and five. It complements the suite of educational channels that we already have in our line-up.”

Following the launch of the new premium service, the Disney Channel will in June drop from StarHub’s enhanced tier into the basic tier. Playhouse Disney launched in Hong Kong and Indonesia last month and Disney plans to roll the network further into Asia this year.

President of Walt Disney Television International, David Hulbert described the Mouse’s expansion into Asia as “cautious”. Having launched a Disney Channel in Japan last November, he is currently in talks with Indian platforms to launch “two or three” kids channels into the sub-continent this year.

Over in South Korea, Disney is also planning to launch what Hulbert called “an integrated broadband television platform” into what is now the world’s most wired territory.

China, however, “needs to be structurally ready to offer us a sustainable business,” added Hulbert. “Nobody can ignore 1.3billion people even if the economy isn’t all that good. So we’re in talks to launch a branded block on CCTV-6.”

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