Study Reveals Surge In Children’s TV Programming
The growing number of satellite and cable channels has led to a surge in the amount of children’s programming on TV, which has risen to its highest level in more than a decade, according to new research from industry watchdogs.
The What Children Watch study, carried out by the Broadcasting Standards Commission and the Independent Television Commission, analysed the provision of children’s TV programming between 1997 and 2001.
It shows that the amount of children’s programming tripled during this five year period largely due to the launch of Five and the introduction of new dedicated satellite and cable channels such as CBBC and CBeebies.
However, the watchdogs claim the range of programming available is not as diverse as it could be, with the most balanced content continuing to be provided by the terrestrial television networks, which offer a range of factual, drama, light entertainment and pre-school programming.
There was found to be a steep decline in the amount of drama shown on dedicated children’s channels and factual programmes such as Newsround, Blue Peter and Art Attack were virtually absent from multi-channel schedules. Light entertainment favourites such as Saved By The Bell and The Saturday Show took a significant proportion of share across all platforms, but animation was found to be the mainstay of children’s programming.
Pre-school shows such as Teletubbies, Sesame Street and the Hoobs featured well on the dedicated channels and an increase in provision was also recorded on the main terrestrial networks.
Andrea Millwood Hargrave, director of the joint BSC and ITC research programme, said: “This research shows that despite the number and popularity of the newer, specialist channels, the range of programming available is not as diverse as it could be.”
She added: “Television remains one of the most important sources of leisure entertainment for children and, with 59% penetration of multi-channel television in homes with children, they have become more demanding of the quality of programmes on offer.”
The study also revealed that children in multi-channel homes watch significantly more TV than their terrestrial-only counterparts, with animation accounting for more than half of the total viewing time.
Younger digital, satellite and cable viewers were found to expect more from their television schedules and insisted on a large number of different programmes, constantly changing. Those in analogue terrestrial-only homes are more aware of the scheduling of their favourite programmes and the channel on which they are broadcast.
Despite the growth of dedicated satellite and cable channels, parents defended the importance of children’s programming on analogue terrestrial channels and said they would resent being forced to pay for additional services.
Brands have often been keen to capitalise on the ‘pester power’ of younger viewers by advertising around children’s TV programmes. This recently prompted the Chartered Institute Of Marketing to claim that 75% of adults believe that children are exposed to too much advertising (see Children Exposed To Too Many Ads, Says CIM Research).
However, ISBA has strongly defended calls for a ban on advertising during TV programmes, claiming it would result in the impoverishment of the quality and quantity of children’s TV (see ISBA Defends Advertising Aimed At Toddlers).
BSC: 020 7233 0544 www.bsc.org.uk ITC: 0207 306 7743 www.itc.org.uk
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