Licensing Industry

OPINION: Kids' TV in crisis?

Samantha Loveday Oct 15 2007, 4:41pm

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Greg Childs from Save Kids' TV on how we should be taking a fresh look at the relationship between brands and content.

Kids' TV production in the UK is in severe decline - that was the findings of the Ofcom Report on Children's Broadcasting made public at the beginning of October. Save Kids' TV is campaigning for the Government to step in - and secretary Greg Childs has told Licensing.biz how the licensing community can also become involved.

"Opportunities could be lost - opportunities for brand owners to connect with kids in a meaningful way," he said.

"At the annual UK kids' media conference - Showcomotion (held in Sheffield each July) - programme makers, broadcasters, distributors and other potential partners like the games industry came together to consider new ways of building funding bases for kid' content production.

"Advertiser-funded programming was on the agenda but the toy and licensing trades were conspicuous by their absence. We've got a world beating industry struggling to find backing for great creative content for our kids.

"Isn't it time we started taking a fresh look at the relationships between brands and content?"

To read Childs' full article, click here.