Ofcom: PSBs Need to “Revitalize Their Approach” to Kids’ Content

U.K. media regulator Ofcom has released findings from its review of children’s TV and online programs, with Chief Executive Sharon White issuing a letter to execs at public service broadcasters (PSBs) Channel 5, ITV and Channel 4 identifying three specific concerns.

The areas of concern are a lack of original, high-quality programs specifically made for older children across all program genres; a limited range of children’s programs that help children to understand the world around them; and a limited range of original, high-quality children’s programs available that allow children to see their lives, reflective of the U.K. today, played out on screen.

The review, carried out under a new power in the Digital Economy Act of 2017, considers the case for new children’s requirements to be applied to the commercial PSBs. It concentrated on current children’s provisions, during a time of shifting viewing habits, as set out in Ofcom’s first Media Nations report last week.

“One of the collective responsibilities of PSBs is to provide high-quality programming for children,” White said in the letter. “The BBC has enhanced requirements in its new Operating Licence to provide a range of original programs on CBeebies and CBBC as well as a minimum amount of drama, news and factual programming. Channel 4 has committed to invest more in programs that appeal to older children through the annual Statement of Media Content Policy process. Channel 5 voluntarily commits to broadcasting a minimum amount of children’s programs each year over the course of its current license.”

However, she continued: “The Review has found that there is more for PSBs to do. We recognize that children are watching less traditional, broadcast TV. Time spent viewing traditional TV by children has dropped by over 40 percent in recent years. Brand recognition of PSBs amongst children sits below that of Netflix and YouTube. And 90 percent of older children are now watching YouTube. And these online platforms—which face lighter regulation—should be doing more to ensure that the material that children are watching is safe and appropriate for them.

“We therefore think that the most effective way for PSBs to serve young audiences is by exploiting the internet through innovative ways, and that quotas—which would mandate a set number of programming hours on the main terrestrial PSB channel—have decreasing relevance in an online world. We also recognize that broadcasters are best placed to judge how to serve children more effectively, so that children have the option of high-quailty original U.K. shows—available when and where they want to watch them—sitting alongside what the platforms are providing, which includes a lot of global and U.S. material. It is also clearly in the long-term commercial interest of the PSBs to develop reach amongst younger audiences.

“We are therefore asking each commercial PSB to develop by end of March 2019 a robust plan for improving their offering to children, with a particular focus on U.K.-originated content, delivered across the full range of services and platforms (live TV, online or both). We will then report on the resilience of these plans alongside our next Media Nations report (summer 2019).”