WHAT CHILDREN WATCH - Ofcom

Introduction
Programming for children on television continues to increase. This report updates the survey
last undertaken five years ago, which covered the period from 1992-1996. 1 This study,
which considers the five years since then, from 1997-2001, shows that the amount of
children’s programming available (as defined by the industry measurement system, BARB)
has tripled. Some of this has come about because of the launch - during that period - of an
analogue, free to air, terrestrial television channel (Five) and some of the change has been
due to the introduction of new satellite or cable delivered channels. In 2002, two further
dedicated channels were introduced, CBBC and CBeebies, available as free-to-air digital
services. The detailed quantitative analysis only presents limited data on these channels,
however, as they were launched after the sample period.
Within the five years under consideration (to 2001), the television landscape has also
changed. Digital services, satellite, cable and terrestrial, have been introduced and DVDs are
taking the pre-recorded content market by storm. As has been found over many years, it is
within homes with children that the newest forms of in-home entertainment are most
quickly adopted.
The sheer volume of targeted children’s programming available means that there is a wide
range of programme types available. However, the data also show, as did the report which
ran from 1992-1996, that the proportions of diverse content are restricted. While a
significant proportion of the material is animation-based, the terrestrial analogue television
channels still provide a more diverse programme line-up, with regard to the balance of
programme types, than the dedicated services available to multichannel homes. This, in
turn, affects the type of material children in multichannel homes are watching in
comparison with children in analogue terrestrial-only homes. The data also show that
children in multichannel homes watch approximately 35 more minutes of television per day
than those in homes without access to additional broadcast channels.
The previous report, by Professor Messenger Davies, had included a series of interviews
with professionals and those interested in children’s programming provision. At that time,
the research had shown the genre to be under pressure, especially as channels competed for
audiences in what were often seen to be lucrative (within commercial television channels)
time slots. Certain programme categories were felt to be at risk and there was general
pessimism, especially among the traditional broadcasting community, about the
continuation of children’s programming. Those interviewed who came from the emerging
satellite and cable industries were far less pessimistic. This study will examine, through the
analysis of programme provision, whether the pessimism or optimism was justified.
However, it also takes on board one of Professor Messenger Davies’s key calls, which was
for children’s opinions to be heard. The study included interviews and discussions with
children aged 6 to 12, asking them about their viewing habits and the importance of
children’s programming in their lives, while also seeking parents’ views about children’s
programme provision.
1 Messenger Davies, M, and Corbett, B., The Provision of Children’s Television in Britain: 1992-1996; Broadcasting Standards
Commission, 1997.
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