As the TV industry prepares for MipJunior this weekend, recent research suggests that reports about the death of linear TV may be greatly exaggerated, writes Nico Franks.

Far from collapsing, what we call traditional linear television may in fact be thriving in the multi-screen, multi-platform world of children’s entertainment today.

Eurodata TV Worldwide recently released its Kids TV Report for January-June 2016, which showed both generalist and specialist children’s channels are widening their search for programming as competition for viewers’ attention skyrockets.

And in some territories it seems to be paying off. The first half of 2016 showed that many children’s programmes are gaining momentum in Germany, France, Spain, Italy and the UK. The main reason for this, suggests Eurodata TV Worldwide, is that these channels are increasing the number of places kids can sit down and watch their content.

“These days, channels – both generalist and specialist – are broadening the scope of their activities and their sources of inspiration, in order to discover the winning formula,” says Avril Blondelot, international research manager at Eurodata TV Worldwide.

The research firm claims this has resulted in a viewing boost for the children’s blocks of some of the most powerful generalist channels, with many seeing a yearly rise in their block’s audience in terms of market share.

Among these, Viacom-owned Channel 5 in the UK made the biggest advances, seeing a 24% increase in viewing between January and June this year among four- to 15-year-olds compared with the same time period last year.

Elsewhere, France Télévisions aired seven out of the top 20 animation and children’s series for 4-14s, including Tom & Jerry, Noddy Toyland Detective and Lego Ninjago: Masters of Spinjitzu.

Meanwhile, specialist channels were shown to be a broadcasting model still popular with children during Eurodata TV Worldwide’s event highlighting children’s programming trends in London earlier this month.

Alongside the growth observed in the children’s blocks for certain generalist channels, specialist channels have also held up well in the first half of 2016, according to the research.

Out of Germany, France, Spain, Italy and the UK, only the latter’s specialist children’s channels did not grow in reach (down 1% among 4-15s) in the first half of 2016. The largest increase was noted in France (up 6% on the year before).

In Spain, for example, Clan has boosted its position as leader in the 4-12 audience with the addition of new shows such as The Furchester Hotel and Four & a Half Friends.

Eurodata TV Worldwide also observes that some channels have made it easier for young viewers to watch their programming at different times. For instance, Toggo Plus launched in Germany in June and broadcasts Super RTL’s programmes with an hour’s difference, finishing at 21.15.

This brings the channel into the attractive primetime zone during which rival nets, such as KiKa, are broadcasting children’s TV. Meanwhile, in the UK, the start of 2016 saw CBBC and CITV extend their broadcast schedules later into the evening, until 21.00.

Beyond linear scheduling, some channels appear to have a better grasp of the way children act online, as shown by a number of recently launched apps. Eurodata TV Worldwide points to Cartoon Network Anything, which offers shortform content of 10 to 15 seconds – ideal for mobile devices.

Another example of forward-thinking cited by Eurodata TV Worldwide was Disney LOL, which launched in June. It deals in the kind of memes that are shared by millions on social networks like Instagram but aims them at Disney Mix, an instant messaging app designed to let its users interact more with Disney’s brands.

Inevitably, MipJunior will see many observers give traditional linear TV the last rites once again. But by embracing the world of online and adapting to children’s viewing habits, plenty of networks are showing they aren’t ready to shuffle off this mortal coil just yet.

Sources: Eurodata TV Worldwide, AGF-GfK Fernsehforschung, Auditel, Nielsen TV Audience Measurement, BARB, Kantar Media, Kantar Media Spain and Médiamétrie.