New kids’ channel planned by ITV

As internet betting sees a huge surge of interest, Dennis spots an opening for a new men’s sector

                                                                                                                                                                 Deborah Bonello

ITV is planning to launch a children’s channel on Sky Digital, Media Week can reveal.

Charles Allen, chief executive of ITV, last week told Media Week: “The one thing we will probably do is a children’s channel, which will be a joint venture.

“That will be in partnership with another major children’s provider – I don’t see us going in and providing a new channel.

It’s an over-populated market, so it’s more likely we’ll do that in partnership with someone.”

ITV already operates two digital brands – ITV News and ITV2 – as well as ITV1.

It is also preparing to launch ITV3 in the latter half of this year, which will be targeted at adults aged 35 years and over.

Plans for the new kiddie TV station represent the broadcaster’s first foray into the dedicated children’s television market.

But Matthew Wigham, associate television director at OMD, said it would be hard for a new channel on the children’s EPG to achieve stand-out.

“It’s fine if it adds to the audience in the kid’s market, but there’s so much competition there,” Wigham said.

“We wouldn’t want to see ITV funnel too much funding away from its core channels.”

The Sky Digital electronic programming guide currently carries 19 children’s channels brands including Turner’s Cartoon Network, Toonami and Boomerang and the Disney, Fox and Nickelodeon channels.

In terms of viewing, the sector is currently dominated by the BBC’s children’s channels CBBC and Cbeebies, and the Turner channels.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Paddy McGuinness joins Bauer Radio for Sunday morning show

Paddy McGuinness joins Bauer Radio for Sunday morning show

Bauer Media has hired Paddy McGuinness, the host of ITV's 'Take Me Out', to present a Sunday show across its radio stations in the North of England and Scotland.

Share
Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Amazon pipped Google in the battle for Twitch.tv, the live streaming video platform which focuses on gaming-related content. Richard Smith, account director, business planning - intelligence, at Mindshare UK explains, explains why Amazon paid nearly $1bn for the platform.

Share
Media: Why programmatic is an opportunity, not a threat
[Sponsored feature]

Media: Why programmatic is an opportunity, not a threat

Programmatic is ripping up the advertising rule book. However, there's no need for marketers to fear, if you truly understand your brand's audience.

Share

Get news by email