Disney is creating a new series called “Club Mickey Mouse,” a remixed version of the classic variety show “Mickey Mouse Club” that aired on-and-off between 1955 and 1996. But instead of airing on TV like its predecessor, “Club Mickey Mouse” will be a Facebook exclusive series.

“That’s the beauty,” Josh Mattison, vice president of digital ad sales for Disney Consumer Products and Interactive Media, told CNBC. “We’re not bound to one format. We’re not bound to one length. … You don’t have those same lines when you’re not producing 11s and 22s [referring to 11-minutes and 22-minute standard length TV series]. What makes sense for a consumer? How long would you spend looking at something?”