Children and Teens

Kids are still kids, but the impact of media technology has brought a fundamental and irreversible shift to the lives of the under 16s.

They already live in a digital world where technology has transformed the classroom, the home, and even the bus stop. They use media and technology on a daily basis, across a wide range of devices: radio, television, internet, mobile phones, ipods, games consoles.

More than any other audience group, they want both active and passive opportunities to engage with media. They want to participate and create, connect with friends through media and consume content when and how they want it. They still also want to passively watch, listen, learn, and be entertained – by familiar, well-known programmes as well as exciting new content and experiences designed for them.

Our success to date means CBeebies and CBBC are important digital brands in the children's marketplace, and bbc.co.uk is a true competitive advantage for the BBC in connecting with 0-16s. Now we're future-proofing our children and teens portfolio against increasing competition from other broadcasters, online brands and mobile operators, both locally and globally.

Recommendations

• Strengthening the BBC's under-16 Brand portfolio:
• Strengthening CBeebies
• Focusing CBBC
• Create a BBC teen offer (not a TV channel)
• Aggregating all children and teens content under four lead brands
• A “fewer, bigger, better” editorial strategy for the digital age
• Global ambition for our under 16 brands
• Moving quickly to multi-platform, digital brands
• Develop and communicate the Audience Insight Model for the under 16s