00:00 EST Thursday, January 30, 1986

The Disney Sunday Movie premieres on ABC this Sunday. Its lineup includes 10 two-hour movies and 13 one-hour movies; some one-hour shows may run back-to-back.

The first movie is Help Wanted: Kids, a comedy in which Cindy Williams and Bill Hudson play a working couple who hire two spirited kids to pretend to be their children. The boss insists that employees be ''family people'' to support his company image.

''We're aiming primarily for youngsters under 12 years of age because of the time period,'' said Rich Frank, president for motion pictures and television at Walt Disney Productions. The movies will begin Sundays at 7 p.m. EST, a time period in which the Federal Communications Commission requires either informational programming (CBS' 60 Minutes) or children's programming (NBC's Punky Brewster and Silver Spoons).

''We have to walk a fine line to appeal to the whole family,'' Frank said. ''We discarded many ideas because you couldn't tell them from a child's point of view. But because the primary appeal is under 12 doesn't mean everything has to be about children. Children loved Ghostbusters.'' The Fighting Choice, for example, is about a 16- year-old victim of epilepsy who sues his parents to have a very risky operation that could alleviate his condition. ''We told the story through the eyes of his younger brother,'' Frank said.

Disney voluntarily abandoned network television in 1983 to concentrate its energies on launching pay- TV's Disney Channel. Now, with more than 2.5 million subscribers and a growth rate faster than any other cable service, the studio has turned its attention back to commercial TV.

Disney does have another series on television, NBC's The Golden Girls, but it is under Disney's Touchstone banner because of its adult content.

Frank said the full resources of the studio were devoted to The Disney Sunday Movie and executives met regularly to discuss ideas.

''It's a huge order from ABC and it's created a lot of problems,'' he said. ''It's put a lot of pressure on us. You literally have all the top executives working on this every day. We want this project to happen. We want Disney's re-entry into television to be spectacular.''

Michael Eisner, Disney's chairman, remembered a lawyer friend telling his three sons about travelling across the United States when he was 14. Out of that will come a movie about a man taking his family across country.

Frank said each of the two-hour movies would have a budget of more than $3-million and the one- hour shows would cost more than $1- million. ''We haven't decided whether they will go (into reissue) after ABC. Maybe to the Disney Channel,'' he said.

There is no guarantee The Disney Sunday Movie will go beyond this season, but the studio is already developing scripts for next year. ''We're anticipating renewal,'' said Frank. ''We have to do the scripts now; otherwise we couldn't get them done.''

Frank said the movies would be a mixture of drama, comedy, adventure and animation. Some of the upcoming movies are: . Young Again, about a 40-year-old man who wishes he was 17 and then has to deal with having his wish granted. It stars Lindsay Wagner, Robert Urich and Jack Gilford. . The Girl Who Spelled Freedom, based on the true story of a Cambodian girl who goes through the pains of assimilation with her new American family. It stars Wayne Rogers and Mary Kay Place. . The Richest Cat in the World, about a clever cat who inherits $5- million and is kidnapped by a disinherited relative. The cast is not set. . Blue Yonder, about a boy who travels back through time and meets his grandfather, a flying ace in the Lindbergh era. It stars Art Carney, Peter Coyote and Huckleberry Fox. . My Town, about the rejuvenation of a Midwestern U.S. town by families from large urban cities, as seen by a 12-year-old girl. It stars Glenn Ford and Meredith Salenger.

''I know the idea is right,'' Frank said. ''If we execute it right it'll be a hit. And I don't think that means beating 60 Minutes. I'd consider it a success if we did a 21-22 share (per cent of audience watching TV in that time period) to start with. I'm confident if we do that we'll be renewed - with applause.''