The development of Disney Junior began on May 26, 2010, when Disney-ABC Television Group announced the launch of the channel as a pay television service, which would compete with other subscription channels targeted primarily at preschool-aged children in addition to the Playhouse Disney branded blocks and channels being rebranded under Disney Junior. However, channels using the Playhouse Disney moniker were launched in other countries internationally. Plans for the United States network were ultimately shelved. The Walt Disney Company first attempted to launch a 24-hour subscription channel for preschoolers in the United States, when the company announced plans to launch Playhouse Disney, a television offshoot of Disney Channel's daytime programming block of the same name, which launched on the channel on (airing during the morning hours seven days a week, with the weekday blocks lasting until the early afternoon).
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