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

Our history…• Launched February 2002Launched February 2002• Dedicated to 2-5 year oldsDedicated to 2-5 year olds• 2006 extended age to 6 years2006 extended age to 6 years• 2006 fully multi-platform brand e.g. on-2006 fully multi-platform brand e.g. on-

demand viewing, radio and pod-castingdemand viewing, radio and pod-casting• Expanding our thinking, i.e. globallyExpanding our thinking, i.e. globally

Our audiences…Children under 6 yrs are at the heart of Children under 6 yrs are at the heart of

everything we do… everything we do… - boys and girls share similar characteristics -- boys and girls share similar characteristics -

• curious, creative,curious, creative, imaginative,imaginative,– discovery,discovery, wonder,wonder,

• active, media literate,active, media literate,– natural learners,natural learners,

» love to laugh!love to laugh!

And their parents / carers…And their parents / carers…

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

Our approach…– Multi-genre / multi-platform brand where Multi-genre / multi-platform brand where

children can experience safe contentchildren can experience safe content– Engage children by understanding themEngage children by understanding them– Provide a space for children to explore their Provide a space for children to explore their

worldworld– Stimulate children and stretch their Stimulate children and stretch their

imaginationimagination

Our positioning• Real people / believable charactersReal people / believable characters• Rooted in the real world even when going on Rooted in the real world even when going on

fantasy journeysfantasy journeys• AdventureAdventure• ActivityActivity• FunFun

‘‘Learning through Play’Learning through Play’ remains a distinctive philosophy remains a distinctive philosophy

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

We are multi-genre• Offering a mix of techniques and formats, Offering a mix of techniques and formats,

including story-telling, arts and crafts, music including story-telling, arts and crafts, music and movement, science, and natural history; and movement, science, and natural history; all from their perspective…all from their perspective…– For 2-4 yearsFor 2-4 years– For 4-6 yearsFor 4-6 years– Loved by boys and girlsLoved by boys and girls

Following the rhythms of the day…Zone TitleZone Title Start TimeStart Time

– Get Set GoGet Set Go!! 06:0006:00• 4 to 6 years• Active / Exciting / Colourful

– Discover and DoDiscover and Do 09:0009:00• 2 to 4 years• Exploring / Learning / Make & Create

– Big Fun TimeBig Fun Time 15:0015:00• 4 to 6 years• Surprising / Entertaining / Funny

– Bedtime HourBedtime Hour 18:0018:00• Under 6’s• Winding Down / Calm / Innocent

How are we doing…• CBeebies is ‘number one’ with an average CBeebies is ‘number one’ with an average

reach of 50%reach of 50%

38.2

47 46.1 46.5 46.3 47.750

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10

20

30

40

50

60

2003 2004 2005 2006 2007 2008 2009

% 3

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CBeebies

Nick JR

Boomerang(total)

PlayhouseDisney(total)Nicktoons

CBeebies 2009/2010

Programming Portfolio

Q&A

Michael Carrington