Kids’ Media Lobbying Groups Send Message to Channel 5

LONDON: The Children’s Media Foundation (CMF) and Save Kids’ Content UK have penned an open letter to Viacom’s Channel 5, asking the network to commission new and original U.K. content for its Milkshake! block.

The letter, addressed to Channel 5 COO Paul Dunthorne, follows Ofcom’s annual children’s services review, which noted a consistent decrease in investment in original U.K. kids’ programming across all PSB channels in recent years. It says that although Milkshake! is “a popular and valued service,” it is “dominated by repeat series of animation” and needs more new live-action content that reflects the world children see around them.

Anna Home, chair of the CMF, said: “At a time of severe pressure on funding for original U.K. kids’ content, an increased commitment from Channel 5 would be valuable to both audience and industry.”

Anne Wood, trustee of Save Kids’ Content UK, added: “Milkshake! has been a valued source of entertainment for young children for some time. It is most important that it should continue to produce original U.K. content because unless companies such as Channel 5 invest, there is a real danger that this content will disappear forever.”