Walt Disney Television International has expanded its pay-TV presence in the Philippines with the launch of its second 24-hour channel and the only dedicated preschool offering in the Asian region – Playhouse Disney.

The Philippines' new Playhouse Disney Channel targets the previously under-served preschool category. The learning-focused channel invites children aged 2-5, their parents and caregivers into a world of discovery, imagination and creative play through learning-based programming.

The channel is distributed by Asian Cable Communications Inc. (ACCION), which is also the distributor of Disney Channel in the Philippines.

Walt Disney Television International Southeast Asia - Korea managing director Raymund Miranda said, “We are thrilled to extend our Playhouse Disney Channel Asia feed into the Philippines. There is an estimated 7.9 million children five years old and younger in the Philippines. This is a huge audience who can benefit from the fun learning provided by Playhouse Disney Channel. We’re excited to deliver to Filipino preschoolers a channel which inspires imagination and develops crucial life skills within a safe, entertaining TV environment.”

Walt Disney Television International Asia Pacific senior vice president and managing director Nicky Parkinson said, “This launch marks the expansion of our pay-TV presence in the Philippines and completes the evolution of the brand from a block on Disney Channel to a stand alone channel today.”

Playhouse Disney Channel is a commercial-free service that features award-winning preschool shows and customised short-form activity segments and programming to engage and stimulate preschoolers’ imagination and learning in a seamlessly fun and creative environment.

Programming and content is based on the “Whole Child Curriculum,” a philosophy of education developed by early childhood specialist Dr. Renee Cherow O’Leary. The curriculum is based on the theory of Multiple Intelligences and aspires to stimulate thinking skills, develop motor skills, impart early academic learning, instill moral and social lessons and encourage creativity and artistic expression.

The channel offers a line-up of award-winning, preschool programs that reflect Disney-quality storytelling, and features favourites such as The Book of Pooh, Bear in the Big Blue House, JoJo’s Circus, and Higglytown Heroes.

The Philippines is the 11th market in the Asia Pacific to launch Playhouse Disney Channel and follows in the heels of the recent launch of the channel in Australia. Playhouse Disney Channel will also launch in New Zealand on 24 December.