(Reuters) -When “Paw Patrol: The Movie” hits theaters and the Paramount+ streaming service on Friday, it will kick off one of ViacomCBS’ most ambitious efforts to take on Disney in the streaming wars.

Disney Junior’s viewers in the U.S. and elsewhere will take a trip to “Pikwik,” after the Mouse’s preschool channel picked up a new toon comedy series for the U.S. and several other major territories.

The release of the feature film based on the animated children’s series about a group of rescue dogs who protect their community will be backed by an “eight figure” marketing blitz, with 1,800 TV ads ...