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

Six Nations 2016: Why it's never been easier to target rugby fans

Six Nations 2016: Why it's never been easier to target rugby fans

The success of the 2015 Rugby World Cup and the Six Nations coming to terrestrial commercial TV means it has never been a better time to target rugby fans, argues RadiumOne's Rupert Staines.

Share
UK Super Bowl fans on social media: Paddy Power and FA are most followed brands

UK Super Bowl fans on social media: Paddy Power and FA are most followed brands

Over half a million Twitter users in the UK now follow American football-related accounts. Starcount, the social media data analytics company, discovered what people, brands and other sports rank high among their interests.

Share
Campaign Viral Chart: Heinz Super Bowl ad in top spot

Campaign Viral Chart: Heinz Super Bowl ad in top spot

The Heinz ad featuring dogs dressed in hot dog costumes was the most-shared ad this week in a chart full of Super Bowl ads ahead of the big game on Sunday.

Share

Get news by email