The concept behind BabyTV was to create a safe, trusted and constantly available service adapted to the needs and abilities of infants and toddlers. The channel is the world’s first 24/7 commercial free channel for infants, toddlers and their parents.
The company is the innovative creator of an award winning IP and a library of original series geared toward development, activity and interaction. All programming and intellectual property is developed in-house and is owned 100 per cent by the firm.
The library includes approximately 60 shows on air and about 20 in production in any one year. Each programme is approximately five minutes long and features positive characters and bold colours that work within the entire spectrum of developmental milestones and early learning skills encountered by young children and babies.
In September 2007, BabyTV’s success led to its acquisition by News Corporation’s Fox International Channels. Since the takeover, the channel has grown yet further and is currently available in 80 countries on over 200 platforms.
During this time, the firm’s services have been expanded to include an on-demand offering, an online player, radio and mobile offerings on Babio and Mobio as well as broadband and inflight entertainment services in 14 languages.
With a strong initial five years, BabyTV is now looking to expand its licensing programme. Maya Talit, director of marketing explains: “We are currently focused on developing the brand off-air across licensing and merchandising, FMCG promotions and retail partnerships with a retail launch pencilled in for Q4 2009 in the UK.”
The firm is targeting a wide range of sectors including DVD, publishing, toys and games, feeding sets, accessories, apparel, textiles, homewares and many more. All licensing is handled in-house for the UK market and the company is looking to appoint licensing agents in selected markets across the world.
So far, 20th Century Fox has signed a DVD distribution across Latin America and other deals are due to be unveiled over the coming months. Furthermore, the company hopes to syndicate its catalogue of original programming to free-to-air broadcasters across the world.
The plans seem obtainable when examining the previous year’s results. Talit says: “Though we set our targets high, BabyTV has managed to outperform its goals in the past two years, experiencing rapid expansion with frequent launches into new territories and rollout of additional service.
“A turning point in September 2007 was joining Fox International Channels as a member of its bouquet of prominent channels worldwide. Response from the market has been bery positive, with BabyTV quickly becoming an integral part of kids/family packs.”