Radio Disney will be made just for kids and targeted at the 8-to-12 age group, which is currently neglected by UK radio. Music will be at the heart of Radio Disney, setting its tone and mood. There will be a blend of mainstream commercial and Disney music from a variety of genres, with an emphasis on music from boy/girl bands and acts currently in the chart together with some R&B, Indie, Rock and Dance tracks. What will make the Disney playlist unique, however, will be its careful selection, and its adherence at all times to the values of the service – which means that young ears won’t be exposed to song lyrics meant for adult ears, any more than they will hear inappropriate chat from the presenters.
Around the musical core there will be a range of programme features that aims to create a community of shared interest with and between the listeners. There will be opportunities for kids to share their experiences and talents as well as unique access to Disney Channel stars.
Radio Disney hopes to encourage a sense of ownership amongst its young listeners – that it is ‘their station’, unlike the others that they might hear, which are always selected by adults. However, parents will by no means be excluded from the output, and will be invited to use Radio Disney as a ‘safe’ platform through which they can enjoy a shared experience with their kids.