The Disney mouse is going to school…actually pre-school, as the company most famous for animated entertainment shutters its sudser channel and replaces it with Disney Junior.

Disney's new channel, geared to the 2-7 year old age group, is due to launch in 2012. It will replace the now-cancelled SoapNet, a mix of soap opera reruns and supporting original programming, is currently in 75 million homes.

Anne Sweeney, co-chair of Disney Media Networks and president of Disney/ABC Television Group, tells today's New York Times that “This represents the next step in a global preschool strategy that started 10 years ago with the introduction of dedicated channels overseas.”

It's also a sign of the times, as technology has made the network's original purpose obsolete.Continue reading...

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Pepsi's new brand challenge: think small.Continue reading...