Sky seeks chief to lead kids expansion

European pay TV giant Sky is recruiting its first head of children’s content to lead its push into the genre and is also developing an app to offer kids’ series on-demand.

SpongeBob SquarePants

Sky revealed a “multimillion-pound” investment in children’s programming and increased the number of episodes it offers from 700 to 4,000 earlier this month.

It is now working to fill the new role, which it says will ensure it “continues to offer the most compelling kids’ content presented in a creative and appealing way.”

There has not yet been any mention of original children’s programming being funded by Sky, but the company now claims to be home to more episodes of the most-watched kids’ shows than any other provider in the UK, including the BBC.

Sky’s growing library of children’s programming will be available via a dedicated channel tab being introduced on Sky’s EPG, providing access to series such as Adventure Time, SpongeBob SquarePants and Ben & Holly’s Little Kingdom.

Meanwhile, it has partnered with London-based developer Ustwo, the company behind the popular Whale Trail and Monument apps, to create a new VoD mobile app, expected to launch in early 2016.

The latest data from UK media regulator Ofcom shows the proportion of children watching TV on a tablet has risen by a third in a year to 20% and a third watch TV on-demand, while Sky said on-demand viewing is already up 50% since it grew its library.

Aimed at children aged 4-9, the app will bring together age-appropriate shows from the likes of The Cartoon Network, Disney and Nickelodeon.

Stephen van Rooyen, chief marketing and digital officer at Sky, said: “We want kids to have access to all their favourite shows when and on whatever device they want, in a way that parents know is creative, engaging but, ultimately, safe.”