Ireland’s public broadcaster is embarking on a new kids programming strategy that’s all about putting children front and center. “We want to remove the adults or make them peripheral players, and let the kids get in front of the cameras,” says head of children's and young people’s content Suzanne Kelly—a 15-year RTÉ veteran who has helmed the kids department since its launch in 2017.
“The old adage 'content made by kids for kids' is true, and we had moved away from it at RTÉ,” says Kelly. “Kids know first-hand what kind of stories other children like. Also, kids want to see their peers and be impressed by their peers in the content they watch,” she adds.
A good example of this approach in play is Mutiny Group Limited’s 2D-animated series Funny Little Monsters, which airs throughout the day on preschool channel RTÉjr. Co-created by father-daughter duo Paul and 10-year-old Penny Lynch, the series for ages five to seven turns real Irish kids’ drawings into animated monster characters. The show has been a success for the broadcaster since it launched last April. So far, it’s the second most watched (unique views) commissioned programme on RTÉjr this year.
In addition to operating RTÉjr, the broadcaster runs an RTÉ Kids block for under-12s on the main channel, and all of its children’s content is available on its RTÉ Player VOD platform.
The kids team is also experimenting with releasing videos through YouTube, social media platforms and even in-person events. Last June, for example, RTÉ screened episodes of its marquee kids shows and conducted live science experiments at Irish family festivals Bloom and Kaleidescope. “We’re finding that we’re not getting traction unless we slice our content and put it in different places,” notes Kelly.
RTÉjr currently offers 153 hours of content, including Little Moon Animation’s Fia's Fairies (26 x five minutes), Ray of Sunshine (26 x seven minutes) from Daily Madness and Macalla Teoranta’s Dizzy Deliveries (13 x 13 minutes). Meanwhile, RTÉ Kids has a portfolio of 161 hours, including Mind The Gap Films' Space Academy (six x 30 minutes), Jam Media's Nova Jones (10 x 30 minutes) and Will Sliney's Storytellers (22 x 11 minutes) from Pioneertown.
At the moment, the broadcaster is most interested in live-action series and films for seven- to 12-year-olds, as well as Irish shows. Its animation slate runs the gamut style-wise, and it’s looking for more 2D, CG and stop-motion concepts. In terms of broadcast-readiness, RTÉ is just as interested in acquiring finished content as it is in co-productions that are at an early development stage.
Team
Suzanne Kelly Head of Children’s and Young People’s Content
