The Future of Children’s Television
Over the last 50 years, Blue Peter has faced many changes in the broadcasting landscape to become both a success in its own right, and the inspiration for many other children’s programmes. But what challenges is British children’s television currently facing, and what might the future hold?
In the last five years, broadcasters’ financial commitment to children’s programming has declined. Ofcom estimates that annual funding for UK children’s programming among the five main public service broadcasters has declined by around £51 million since 2003. This is partly due to increased competition from other media.
Today, 87% of households watch digital television services. The wider choice of digital channels means that traditional commercial and public service broadcasters, such as ITV and the BBC, are facing significant pressure to compete for audiences.
The majority of UK homes also have broadband internet access. Many children are now watching less television and turning to interactive media to fulfill the role it traditionally served; to inform, educate and entertain. This, along with the popularity of gaming and the rise in after-school activities, has resulted in further competition for terrestrial broadcasters.
As the broadcasting climate changes, so too are television audiences. It has been suggested that children have more sophisticated viewing habits now than ten or twenty years ago, and it has consequently become more difficult for programme makers to find ways of holding the attention of their media-savvy audience.
The general move away from television is contributing to the rapid reduction in the amount of original British commissioning taking place. Because they are unable to guarantee loyal audiences, broadcasters are now less likely to take financial risks on more expensive home-grown programming, and so cheaper imported programmes are saturating the children’s television market. Of all the programmes shown on the various children’s television channels in the UK only 1% are new programmes made in this country.
With the increasing take-up of broadband services and the scheduled digital switchover, consumer choice in the UK is likely to continue to expand, and with it, competition for audiences will increase.
Perhaps the future of children’s television now lies beyond the boundaries of the television screen in the internet, social networks and user-generated content. KateModern – described as the first truly interactive online series - received more than 25 millions views on social networking site Bebo between September and November 2007.
This might prove to be an example of how television can evolve along with its audience; rather than seeing new technologies and digital media as a threat, television broadcasters may come to embrace the new opportunities they offer. The future may be uncertain for British children’s television, but that does not mean that it does not hold exciting possibilities.
Kate Dunn, Curatorial Assistant - TV Heaven