BBC to Rebrand Children’s Channel

LONDON, July 17: The BBC
has announced plans for a complete rebrand of its children’s channel CBBC, with
a new look and a new series of program commissions to be unveiled at the end of
this summer.

The new look will incorporate
a new identity and logos designed to attract a wider audience of boys and girls
aged six to 12-years-old. This will be supported by a multiplatform launch
campaign that will include trails across the BBC and an interactive campaign
that will reach the target audience via online communities. The new CBBC
campaign has been created by the children's BBC marketing team in association
with Fallon and Red Bee. Red Bee has created the new brand identity,
while
 Fallon has created the new trails that will run across the
BBC.
MPG has developed the interactive promotional strategy that will
promote CBBC online and on mobile phone handsets. The new look for CBBC will be
revealed at the end of July and will be on air from September.

The rebrand will also be
supported by a series of new program commissions that will be revealed at a
season launch to be hosted by CBBC creative director Anne Gilchrist next month.
A number of programs have already been confirmed for the fall schedule,
including the real life adventure series Escape
From Scorpion Island, the Doctor Who spin-off The Sarah Jane Adventures and new online environment-themed Adventure Rock.

Gilchrist commented:
"We are operating in arguably the most competitive market in broadcast. It
is important that every part of our output evolves and innovates to keep pace
with our audience. We are working towards a service which is platform neutral.
Our audience does not draw the traditional distinctions between platforms and
neither should we."