• by Wayne Friedman , August 14, 2007

MTV Networks wants to deepen its efforts with kids and teenagers to compete with the Disney Channel. That's why Noggin and The N, which have shared the same single channel for years, are splitting. Each will get a separate 24-hour network on cable and satellite, as well as new IPTV-like services--AT&T U-verse and Verizon's FiOS.

The 5-year-old network The N, home of the "Degrassi" franchise, will become the only full-time cable network targeted to teens--hopefully giving it an advantage over the broader Disney Channel, which targets all kids--from young children ages 2-5, with its assorted Playhouse Disney programming, to older teens who watch the popular "High School Musical" franchise and "Hannah Montana."

But MTV won't be on the same level playing field as Disney Channel, ToonDisney, or even ABC Family. Both Noggin and The N will be in 60 million homes each, versus The Disney Channel and ABC Family, which run in 90-million-plus each.

It's not surprising that MTV wanted more channel space among cable operators, its biggest distribution vehicle, given the roaring success of The Disney Channel with its tween and teen programming.

Media analysts believe that broadening The N was acceptable to cable operators that look to maximize their channel positions via local ad sales. To help push The N for bigger and better numbers, there will be a larger slate of new programming, including a new version of its franchise program, called "Degrassi: The Next Generation."

Noggin, the preschool channel, will also broaden its programming. Like the Disney Channel, it will be advertising free kids' channels. Noggin does get sponsorship money for its programming.

MTV executives believe that Noggin and The N were not a good match; one serves younger kids ages 2-5, the other targets near teenagers ages 9-14. Nickelodeon is the network bridging both kids' age groups.

The N will have several new shows, including "About a Girl," a comedy that follows a college sophomore living with four male roommates. "Gigantic" is another comedy that takes a fictional look at teenagers growing up in the shadow of Hollywood stars.

Noggin had targeted young kids in the morning and late afternoons, with The N primarily taking over in prime time. Now, MTV Networks said prime-time Noggin will be an expansion of preschool kids programming, since it believes many kids are still up. In addition, there will be some programming for parents.