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MIPJUNIOR: UK kids network CBeebies is looking to step up its digital efforts in order to give maximum exposure to its brands on different platforms.
CBeebies animation and acquisitions executive Jackie Edwards said the network, which has a target demographic of six and under, needs to be “smarter” about “developing projects from a multiplatform point of view” and “thinking from day one how to do that.”
Speaking on a panel here at MipJunior in Cannes, Edwards pointed to the net’s recently launched toon Tree Fu Tom as a successful example of integrating a show with digital extensions.
The CBeebies and FremantleMedia Enterprises coproduction, which was announced earlier this year, includes six interactive online games, developed by media production firm Plug In Media. A second season was ordered last month.
The Tree Fu Tom games use webcam software that tracks movements, to allow children to feel they are really casting spells. The games were developed in consultation with an educational psychologist and are designed to help hand-eye co-ordination.
Edwards said keeping up with Cbeebies’ child audience and making sure that brand extensions are available on the different devices and platforms they engage with is “one of the big challenges” for the network.
In other news, CBeebies older sister channel CBBC has recommissioned Jam Media’s children’s series Roy. CBBC controller Cheryl Taylor confirmed today that seasons 3 and 4 – each of 13 half-hour episodes – will broadcast in autumn 2013 and spring 2014, respectively.
