Dossier _ Ketnet Jr. _ 12122016

De investeringen in kinderprogramma’s van Vlaamse makelij zijn wel degelijk belangrijk en niet
evident in een internationaliserend medialandschap. Zo toont onderzoek aan dat commerciële,
veelal internationale zenders, weinig in lokale content investeren en dat publieke omroepen
in dit segment het verschil maken. 80
“What the historical and contemporary evidence suggests is that certain types of
children’s programmes – particularly domestically produced programmes and nonanimated
content – are under-provided by commercial broadcasters.”
“In the area of children’s provision, the three PSMs in our study – the BBC, RAI and PBS
– appear to be making, to different degrees and in different ways, a distinctive
contribution, compared to what is available on commercial channels. PBS in the US
continues to be the key provider of educational children’s programming, especially preschool
content, with children’s programmes accounting for a significant proportion of
the total broadcast output of PBS-affiliated stations in an advertising-free environment.
Now that ITV has virtually withdrawn from the origination of children’s content, the BBC
has been left, by a long distance, as the main funder and broadcast outlet for UKoriginated
children’s content, sustaining range and diversity in the process. For
example, as noted by the BBC Trust, the schedule of pre-school channel CBeebies
comprises 76 per cent non-animated content, compared with levels of animation
reaching 70 per cent on rival channels. Frequently criticised for not being sufficiently
distinctive, even RAI appears to be playing a valuable role as the main outlet,
commissioner and funder of original children’s programming across genres, nurturing
talent and supporting the domestic animation industry, in a market which is dominated
by American and Japanese animation. 81
Indien VRT een eigen lineair aanbod voor de subdoelgroep van baby’s, peuters en kleuters mag
aanbieden, betekent dit dat er doorheen heel de dag een volwaardig alternatief met lokaal,
cultuurspecifiek aanbod voor de twee internationale, Amerikaanse zenders komt. Vandaag is
dat niet het geval.
80
D’Arma, A. & Steemers, J. (2013). Children’s Television: Markets and Regulation.
Retrieved from:
https://www.researchgate.net/profile/Alessandro_Darma/publication/304789482_Children's_Television_Marke
ts_and_Regulation/links/5781310608ae9485a43bd6aa.pdf; Steemers, J. & D’Arma, A. (2012). Evaluating and
regulating the role of public broadcasters in the children’s media ecology: the case of home-grown television
content. In, International Journal of Media & Cultural Politics, vol 8(2), pp. 67-85. Retrieved from:
http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=26aa5595-1026-4fea-93a3-
e94a97eaeafb%40sessionmgr4008&vid=1&hid=4114
81
Steemers J., D’Arma A. (2015). Public Service Media and Children: Serving the Digital Citizens of the Future. In,
Reinventing Public Service Communication: European Broadcasters and Beyond. Retrieved from:
http://www.ssnpstudents.com/wp/wp-content/uploads/2015/01/Reinventing-public-service-communication-
European-broadcasters-and-beyond.pdf#page=135
46