Rainbow Media's niche on-demand video magazine service, Mag Rack, has secured the exclusive VOD rights to 12 episodes of the classic children's TV show, "New Zoo Revue." The show--which, according to Rainbow Media, is designed to "convey the concepts of cooperation and compassion, and to inspire children to be constructive citizens of the world we live in," and which features such characters as Henrietta Hippo, Freddie the Frog, and Charlie the Owl--will launch on Mag Rack's "Kids Club" category on November 3rd. According to Rainbow, Kids Club is the third-most popular of Mag Rack's 20-plus content categories. Much of the service's growth has been driven by pre-school viewers watching with their parents. Consequently, Rainbow has been expanding the amount of pre-schooler-targeted content on the service: new offerings in addition to "New Zoo Revue" include "eebee's adventures," a series which Rainbow says is designed to "help parents and their infants and toddlers 
transform everyday play, observation, and exploration into learning that lasts"; and "So Smart!," which Rainbow says "uses fully animated programming, specially selected soundtracks, and early childhood developmental expertise to introduce little ones to emotionally and intellectually stimulating experiences." "Our usage data tells us that we're getting more hits on Kids Club geared toward pre-school kids, which shows that parents are choosing the programming," Cyndy Cecil, Mag Rack's VP of programming, said in a prepared statement. "We know they come to Kids Club for shows that are engaging, safe and value-driven, but they also benefit from the personalization of video-on-demand."
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