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“Thinking BIG for little people”

“Thinking BIG for little people”. Michael Carrington, Controller of CBeebies. Our history…. Launched February 2002 Dedicated to 2-5 year olds 2006 extended age to 6 years 2006 fully multi-platform brand e.g. on-demand viewing, radio and pod-casting Expanding our thinking, i.e. globally.

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“Thinking BIG for little people”

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  1. “Thinking BIG for little people” Michael Carrington, Controller of CBeebies

  2. Our history… • Launched February 2002 • Dedicated to 2-5 year olds • 2006 extended age to 6 years • 2006 fully multi-platform brand e.g. on-demand viewing, radio and pod-casting • Expanding our thinking, i.e. globally

  3. Our audiences… Children under 6 yrs are at the heart of everything we do… - boys and girls share similar characteristics - • curious, creative,imaginative, • discovery,wonder, • active, media literate, • natural learners, • love to laugh! And their parents / carers…

  4. Our vision is to be associated with the following concepts and qualities… VALUES • Learning through active play • Discovering friendship • Nurturing content • Adventurous CONTENT • Creative • Imaginative • Stimulating • High quality • Trusted PERSONALITY • Happy • Energetic • Enthusiastic • Playful • Curious • Innocent

  5. Our approach… Multi-genre / multi-platform brand where children can experience safe content Engage children by understanding them Provide a space for children to explore their world Stimulate children and stretch their imagination

  6. Our positioning • Real people / believable characters • Rooted in the real world even when going on fantasy journeys • Adventure • Activity • Fun ‘Learning through Play’ remains a distinctive philosophy

  7. Commissioning Framework • 50% guarantee to in-house production • 25% guarantee to UK Independent production • 25% window of creative opportunity (WoCC) • 90% should be UK produced

  8. We are multi-genre • Offering a mix of techniques and formats, including story-telling, arts and crafts, music and movement, science, and natural history; all from their perspective… • For 2-4 years • For 4-6 years • Loved by boys and girls

  9. Following the rhythms of the day… Zone TitleStart Time • Get Set Go! 06:00 • 4 to 6 years • Active / Exciting / Colourful • Discover and Do 09:00 • 2 to 4 years • Exploring / Learning / Make & Create • Big Fun Time 15:00 • 4 to 6 years • Surprising / Entertaining / Funny • Bedtime Hour 18:00 • Under 6’s • Winding Down / Calm / Innocent

  10. How are we doing… • CBeebies is ‘number one’ with an average reach of 50%

  11. CBeebies 2009/2010Programming Portfolio

  12. Q&A Michael Carrington

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