NBCUniversal Is Building Its Own Children’s Channel

The New York Times has an interesting article up about NBCUniversal’s new kids network which will replace the Sprout Network.

From the article:
LOS ANGELES — In a new salvo in the children’s television wars, NBCUniversal is creating its own Disney Channel.

Starting on Sept. 9, NBCUniversal will turn one of its smallest cable properties, Sprout, into a network called Universal Kids, said Deirdre Brennan, who will oversee the effort. She said NBCUniversal wanted to create an “umbrella brand” for its family offerings — television cartoons made by the Universal-owned DreamWorks Animation, Universal-Illumination films and attractions at Universal theme parks.

Sprout is solely aimed at preschool viewers, but Universal Kids will concentrate on children 2 through 11. The revamped channel’s first series will be “Top Chef Junior,” a spinoff of the cooking show on NBCUniversal’s Bravo.

“Reality programming is a real white space in the U.S. children’s market — food, pets, dancing, even news,” said Ms. Brennan, who will be general manager of Universal Kids. “Look at how sophisticated 11-year-olds are these days. They want more than the same sitcoms.”