BBC Pledges To Invest $44 Million In Digital Content For Kids Through 2020

The BBC is making a major play for kid-friendly digital content over the next three years — to the tune of a $44 million investment, according to the broadcaster’s annual plan. The investment will be made on top of the company’s existing children’s spend.

“Our ambition to reinvent the BBC for a new generation is our biggest priority for next year,” wrote BBC director-general Tony Hall. “The new funding we’ve announced today for our children’s services — the biggest investment for a generation — will help us ensure we can maintain our reputation for world-class programs across our linear channels, but also increasingly offer a personalized online offering for our younger viewers.”

In addition to bolstering programming on its two children’s television channels, CBeebies and CBBC, the BBC is planning to increase its spend with respect to a slew of digital formats, including interactive and live shows, blogs, vlogs, podcasts, quizzes, guides, games, and apps. All told, the BBC’s children’s budget will reach $161 million by 2020 — up from $142 million today.

“We’re home to the most popular kids TV channels in the U.K., but as our audience increasingly moves online, it’s our job to stay relevant, inspiring and engaging them on whichever platform they choose,” said Alice Webb, the company’s director of children’s content.

The BBC isn’t the only media giant seeking to keep its hold on young audiences who are increasingly turning to digital platforms like Netflix and YouTube. Amid flagging ratings on its Disney Channel and Freeform television stations, Walt Disney is reportedly readying online packages of its TV shows.