Disney Channel's Mickey Mouse Special Revs Up Multiplatform Exposure
'Mickey Mouse Clubhouse Road Rally' Makes Linear Debut Sept. 7, Flanked By On-Demand, Mobile Presentations
Mike Reynolds -- Multichannel News, 7/26/2010 3:07:29 PM
A new Mickey Mouse Clubhouse primetime special slated to bow in September will gain preview exposure via on-demand before its linear premiere and also be accessible through other platforms.
Mickey Mouse Clubhouse Road Rally is set to make its Disney Channel debut on Sept. 7 at 7 p.m., the same day the program will be available for purchase on DVD from Walt Disney Studios Home Entertainment.
The 50-minute special, though, will benefit from a full-length preview on Disney Channel On Demand on Aug. 31.
In conjunction with the TV premiere, the special will be available on iTunes and Xbox Live, and will be simulcast on mobile providers Sprint TV, FloTV and MobiTV. Beginning Sept. 8, the special will be available on mobile VOD to AT&T CV, Sprint TV and Verizon V Cast customers. In addition, www.PlayhouseDisney.com/Mickey will launch "Clubhouse Rally Raceway."
In October 2009, the series' primetime special, Mickey Mouse Clubhouse Choo Choo Express, ranked as TV's No. 1 program in its timeslot among its targeted kids 2-to 5-demo. A family viewing event, 54% of persons 18 to 49 viewed the event with a preschooler, said Disney Channel officials.
Launched in May 2006, the Emmy-nominated Mickey Mouse Clubhouse ranks among the top 10 series on all TV with kids 2 to 5 this year to-date, according to Nielsen data. Globally, the series reached over 140 million unduplicated viewers worldwide, airing in 158 countries/territories and in 30 different languages, according to Disney officials.
In the music-filled event of the Emmy-nominated series, Mickey and pals rev up their engines for an exciting road rally around the clubhouse, one which includes Professor Von Drake's helpful new invention, the clubhouse rescue truck.
The special features five new songs - "Rock and Ride and Rally," "It's Fun to Go Ridin'," "Mickey's Marker Song," "Goofy's Rescue Truck Tribute," and "I'm A Friend, You're A Friend" - all performed by Mickey and the gang.
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