Thinking BIG for little people Michael Carrington Controller

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

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

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…

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

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

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

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

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

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

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

CBeebies 2009/2010 Programming Portfolio

Q&A Michael Carrington