Abstract
Television programmes that have been made specifically for children continue to be a vehemently debated subject within the academic community as well as by media commentators and critics (Hendershot, 2002, p.80). Some of the arguments within this debate include whether television generates violent, stupid or complacent and docile behaviour in children (2002, p.80). In addition, critics of children’s media argue that, “television is hopelessly tainted by commercialism”, and has failed to fulfil the medium’s potential in favour of commercial profit (2002, p.80). Watching high levels of television has also been accused of reducing a child’s intellectual capabilities and interfering with progressive social engagement (Anon, 2014, p.2). Finally, media debates have also raised questions about the educational value of children’s television, and if television can be used for educational purposes, then what “exactly should television teach children?” (2002, p.80) Furthermore, the extraordinary recent growth of the Internet has led to increasingly diverse ways in which children can access television and similar media. This paper will examine how media broadcasters are attempting to meet the challenge of new digital media and the ideas and technological innovations that producers of children’s television programmes are planning to implement in order to ensure their services remain commercially viable.
Introduction
In 2007, Ed Balls the Secretary of State for the newly created Department of Children, Schools and Families, pointed out that because of new technologies and new ways of communicating were creating innovative and unique broadcasting opportunities, it was important to recognise the “risks and challenges” posed by such changes (Department for Children, Schools and Families, 2007, p.i). The Department’s initial report on the wellbeing of children referred to the need to introduce ways of closing the gap in educational achievement for children from disadvantaged backgrounds, and noted how children from socially deprived environments were less likely to perform well at school (2007, pp.48-57); however, the report failed to offer any recommendations regarding the use of new technology to aid social and educationally mobility. Instead, the report only highlighted the probability of an increase in cyber-bullying and parents’ concerns about access to online pornography and other unregulated websites (2007, p.27; p.30). In spite of the report establishing that “over four in five 5-15 year olds had access to a home computer and almost three-quarters were able to access the internet at home” (2007, p.11) the department’s plan for the future of children’s education did not include using the Internet. Although schools have greatly increased their Internet capabilities since 2007, there has been no significant movement by governments to take full advantage of the educational opportunities offered by new technology. Furthermore, lack of government funds for state schools has led to a reduction in the capability of schools to use the Internet effectively for educational purposes (Wakefield, 2014, no pagination).
Nonetheless, as this paper will demonstrate, despite the UK governments lack of interest in the educational opportunities of the Internet, and their increasing concern over the dangers of digital technology (Department of Education, 2015, no pagination) there are significant changes in the way that media broadcasters have attempted to adapt to changes in the way that children have embraced the opportunities that digital technology has given them.
Children’s Television and the Challenge of Changing Technology
In his prediction over the changes that will take place in the children’s entertainment market, Dylan Collins the chief executive of children’s marketing and research network SuperAwesome has argued that, “there will be two types of companies over the next three, four, five years. There’ll be the big ones, who can consolidate and create economies of scale. And then the niche companies who can make and craft beautiful things and charge a premium price” (Dredge, 2014, no pagination). Furthermore, Collins has pointed out that if media companies fail to modify their marketing and digital infrastructure and find new ways of making money then they will not survive (2014, no pagination). Collins viewpoint was reinforced by Keri Lewis Brown, the managing director of the media consultancy firm K7 Media. Brown has observed that, the market for children’s television has become more competitive and “audiences are increasingly hard to reach” (Binns, 2015, no pagination). Therefore, Brown has argued that it has become increasingly important to recognise the way ot