The first step in the strategy was practical – speed up the premium-to-basic conversion plan begun by the previous management. The process shifted into overdrive, and within four years Disney Channel went from being in 14 million American homes to over 70 million. Today Disney Channel can be found in over 84 million homes across the United States.

With a bigger potential audience came a bolder vision for the network. Sweeney and Ross wanted to bring kids back to Disney Channel, encompassing the broad range of 2-to-14 year-olds, but they were mindful to keep it the one place on television for the entire family, with programs that moms and dads would want to watch along with their kids. They began by building two distinct blocks of fresh, original programming for two very different groups of kids – 2-to-5 year-olds and 9-to-14 year-olds -- planning for the 6-to-9 year-old viewers in between to fill in later, either by growing beyond preschool age or watching along with their older brothers and sisters.

Mornings were given over to Playhouse Disney, a bright, friendly destination for 2-to-5 year-olds with a strong slate of original animated and live-action series like Rolie Polie Olie and Bear in the Big Blue House. Tailored around a specially crafted Whole Child Curriculum, Playhouse Disney’s award-winning shows are high on educational value and creative storytelling, earning praise from critics, parents and child care providers alike. Oh, and kids love them too. Joined by newer series like Stanley and JoJo’s Circus, Playhouse Disney is now one of the most popular and recognized places for preschoolers on television, and it’s growing up fast. The toddler block has already birthed five Playhouse Disney channels around the world, two favorite theme park attractions, and a number of top-selling books, videos and albums.

But Disney Channel really found its niche with 9-to-14 year-olds, the so-called “tween�? audience that the network practically invented. Caught somewhere between childhood and adolescence, tweens are those viewers too old for the bulk of kids’ shows and too young for the hard-edged fare of MTV. They’re a tough audience to crack, and one that was largely underserved on television when Sweeney and Ross took over Disney Channel. They filled the void early on, rolling out monthly original movies that older kids would want to watch. The movies featured the timeless themes, enriching values and strong family focus that have always marked Disney entertainment, but with contemporary settings and characters that quickly connected with viewers. Disney Channel Original Movies were overnight hits, turning the network into a top tween destination, and the series soon followed.

Disney Channel’s original series put the network on the map, propelled by the success of shows like Even Stevens and Lizzie McGuire. They’ve also emerged as Disney Channel’s signature programming, drawing its largest regular audiences ever, turning its actors into breakout stars, and fueling monster franchises for Disney. What is it that makes these series so successful? They’re among the most clever and creative kids shows ever made, with smart writing and a strong family emphasis that make them a whole lot of fun to watch no matter what your age. They star some of the most talented young performers in the business, boast some of the most diverse casts on television, and feature strong, colorful characters that kids and adults love. Driven by the popularity of original series like Kim Possible, That’s So Raven, and Lilo & Stitch: The Series, Disney Channel’s ratings have soared in the last year.

Disney Channel finished 2003 as the top network with tweens (again), and for the first time was watched by more 6-to-11 year-olds in primetime than any other network, an indication that Sweeney and Ross’ original plan is working. More significantly, Disney Channel was the #2 network on cable, period, in both primetime and total-day ratings. That means a whole lot of viewers are tuning in to Disney Channel, and not just kids.

And all those viewers are helping create an unlikely new breed of celebrity: the Disney Channel star. You probably never heard of Shia LeBeouf or Hilary Duff before they came to Disney Channel, and that’s part of the appeal of Disney Channel stars. The network likes to cast previously unknown young talent for its series and movies, placing the superstars of tomorrow on your TV screen today. The idea is that these stars are just like normal kids -- when Disney Channel viewers see these fresh-faced performers, they see themselves. It’s bringing the performers a devoted audience of fans that can’t get enough of them, and Disney is responding in kind.