The new series, entitled “Sheriff Callie’s Wild West”, is aimed at children aged 2 to 7 and is expected to arrive on the Watch Disney Junior app and a related micro website on November 24. The series will then hit the firm’s two traditional TV networks – Disney Channel and Disney Junior – in early 2014.
One of the company’s execs explained the rationale behind the move to The New York Times.
“We have been amazed at how quickly kids have embraced this new technology," said Nancy Kanter, executive vice president of Disney Junior Worldwide. "We’re talking billions of minutes spent watching."
The company has even published a few figures on how children have adopted mobile technology – it says that the Disney Junior app has seen 5 million downloads, resulting in views of over 650 million video clips.
Tablet TV viewing isn’t just a phenomena for kids, however. DisplaySearch has previously reported that 9 in 10 tablets owners multi-task on their devices while watching TV, and added in a separate report that global tablet TV viewing doubled from 2011 to 2012. Fellow research outfit Nielsen is now reportedly tracking how consumers watch television on their smartphones and tablets.