A small but important change for the 主播大秀's smallest and most important audience
Joe Godwin
Director, 主播大秀 Academy and 主播大秀 Birmingham
Octonauts
today announced a change to an important quota for , the 主播大秀's
hugely popular pre-school channel. At the moment no more than 20% of
CBeebies airtime can be "acquired" programmes, and the other 80% must be
"originated" programmes. 聽This will
now change to 30% and 70%. Before you rush off to watch some paint
drying, I'd like to explain why this is good for children, good for
Licence Fee payers and good for the UK animation industry.
If you looked up the words "acquire" and "originate" 聽in a
dictionary, you might think this sounded like a bad move: more
off-the-shelf animation? More foreign programming? Less new, British,
主播大秀 content made by us for our audience? In fact it means quite
the opposite, and that's why the 主播大秀 Trust and Ofcom have agreed with us and changed the
quota.
There are over 30 dedicated Children's 聽TV channels in the UK,
making it one of the most complex and competitive Children's TV markets
in the world. It's really important, given all that commercial choice,
that the 主播大秀 provides something different and
distinctive.
And we do: CBeebies is loved by children and their parents for the
high quality of its programmes, and the amount of UK content featuring
British children and families. This is what makes us different, and you
can tell how much audiences value this by
the fact that CBeebies is far and away the most popular pre-school
channel in the UK. (Not having ads, another privilege of the Licence
Fee, undoubtedly adds to the appeal for many parents). On Tuesday, 主播大秀
Children's programmes won both children's awards
at the .聽
聽
A lot of our content is officially defined as being "acquisitions" -
whilst this might make you think it must be ready-made stuff we buy
from other producers, in reality it simply means we don't fully fund it.
We "pre-buy" it - which means we commit to聽
invest and get involved in storylines and scripts from the outset,
before a single frame is created. So
we get the highest quality programmes, tailored for our audience, at a
fraction of the full cost. And because CBeebies
is one of the world's leading preschool channels, and producers want
our involvement, we get the same level of editorial input and script
approval that we would if it was a fully-funded 主播大秀 production. On CBeebies all this 鈥渁cquired鈥 programming is animation, which is
so expensive to produce, few broadcasters have ever fully funded it, and
it has always required international co-productions and broadcaster
co-operation. Animation is by its nature easier
to 鈥渓ocalise鈥 by re-dubbing, which is why UK animation made to CBeebies
exacting requirements can also be easily sold to other broadcasters.
Many of CBeebies most popular, channel-defining animated programmes
are technically "acquisitions"; Octonauts (pictured), Mike the Knight, Postman
Pat, Sarah and Duck. In reality they are no different in content and
style than if we'd made them ourselves. Just better
value. Our audience love animation because it is colourful, vibrant
and often funny, but the majority of them have a serious public service
message at their heart. CBeebies has animated series focussing on things
like early years language development, marine
biology, philosophy and critical thinking amongst many others.
The current quota limits how much we can show these programmes -
and given how popular they are, and good value for money, allowing us to
show them more is good news for children and for Licence Fee payers.
It's also a much needed boost to the UK animation industry, as the
vast majority of these CBeebies "acquisitions" are produced and animated
here in the UK. As part of this change, the 主播大秀 Trust has amended the CBeebies Service Licence to ensure that the majority of CBeebies animation is specifically created for UK audiences.
And what of the "originations" that will be shown less thanks to
this change? The word suggests these are new programmes. What it really
means is programmes that were fully funded by the 主播大秀 at some point in
history - but it doesn't necessarily mean new. Seventeen-year-old episodes of Teletubbies count as "originations" because
they were once fully funded by us. 聽This change does not mean we'll make
fewer new original programmes, but does mean we will repeat fewer of
the elderly shows in the schedule, which is great
for the audience.
And in case you were wondering, this is not about spending less.
Our budgets for CBeebies will not change as a result of this. It's just
about making better use of new programmes and being less reliant on some
older ones.
CBeebies is the only pre-school channel offering such a wide range
of British programmes. No other channel reflects what life is like for
children growing up in the UK, and no other pre-school channel spends so
much on British production.The 主播大秀 is committed
to the provision of high quality Children's content, and has a duty to
encourage UK production. Today's decision by Ofcom will help us do that
even more.聽
is Director, 主播大秀 Children's
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