Channel Profile: Canal Panda

COUNTRIES: Portugal, Angola and Mozambique. 

LAUNCH DATE: May 23, 1996.

OWNERSHIP: Dreamia, a joint venture between Chello Multicanal and ZON Multimédia.

DISTRIBUTION: The channel is available on ZON TV Cabo, Meo, Cabovisão, Optimus Clix, Vodafone, AR, MultiChoice and Zap.

DESCRIPTION: The Portuguese cable channel has a core target of children 3 to 7, but also looks to serve caregivers, parents and grandparents with co-viewing opportunities.

SENIOR MANAGEMENT:
CEO, Dreamia: José Antunes João
Channel Director: Isabel Mimoso
Head, Licensing: Maria José Duarte
Head, Marketing: Jorge Ruano
Head, In-house Production: Bruno Pereira

PROGRAMMING STRATEGY: Canal Panda has been a leader in the Portuguese market for children’s TV in terms of both brand recognition and audience share. The channel first launched in 1996 as Panda Club in Spain and Portugal, but the name changed to Canal Panda a year later. In 2000, Canal Panda left Spain, concentrating its efforts on the Portuguese market.

Isabel Mimoso, the channel director of Canal Panda, says the focus is to offer "fun programming, positive and educational content for the small and tall." This also speaks to the channel’s aim to not only provide content for its core 3-to-7 demographic, but to appeal to parents, caregivers and even grandparents with animated programming that they can watch along with the kids.

Canal Panda looks to function as "more than a TV channel," Mimoso continues, looking rather to be integrated into children’s lives as a go-to destination for entertainment and education. To further this mission, Mimoso says that Canal Panda "is always very close to its audience, trying to feed their needs."

Education/entertainment is one of three programming strands that the channel’s grid is divided between. The others are soft-learning content and programming that is pure fun. More than 80 percent of the overall schedule is acquired shows, with top acquisitions including Geronimo Stilton, Tinga Tinga Tales, Noddy in Toyland, Strawberry Shortcake, Chuggington and Winx Club. Further acquired shows airing on Canal Panda include Animal Mechanicals, Franny’s Feet, Manon, Super WHY!, Animalia and Inspector Gadget. 

The remaining 20 percent of Canal Panda’s schedule is comprised of in-house productions, which Mimoso says have helped set the channel apart from its competitors. Led by the Panda Bear mascot, original series include Panda Cozinha, a cooking show; Panda Doc, all about science; and Panda Gym, teaching young children about physical education and active lifestyles.

To view a clip of some of the highlights currently airing on Canal Panda, please click here.

WEBSITE: www.canalpanda.pt