British broadcaster Sky has launched a new ad-free linear channel for kids, with a programming strategy that’s designed to inspire, energize and educate them as they move through their typical daily routines.
Aimed at the under-seven set, Sky Kids launched in February 2023. It was a move that surprised many in the industry, but the broadcaster’s audience insight data indicated it would be welcome in the market, says Lucy Murphy, Sky’s director of kids content. “Research indicates there’s a 50/50 split between on-demand services and linear TV when it comes to kids’ viewing habits.”
One reason why linear TV is still so engaging in the kids media landscape is its ability to expose children to new shows and content genres they might not choose themselves. Linear broadcasting is also simpler in that it doesn’t overwhelm kids with too many options. And families like the carefully vetted viewing experience that linear channels offer. “Parents want fun and educational content in a single format that keeps their kids from stumbling onto things they shouldn't be watching,” Murphy notes.
The Sky Kids lineup includes everything from educational and environmentally themed content, to arts, music, dance, fitness and bedtime programming. Current series include Trolls: TrollsTopia, Where's Wally, 123 Number Squad! and Clifford the Big Red Dog, as well as Sky originals MC Grammar: Wonder Raps, Pip and Posy, The Brilliant World of Tom Gates and Morph.
And its format revives the art of strategic programming for different parts of the day. In the morning, the channel offers classic brand favorites such as Madagascar and LEGO, and as the day goes on, it folds in more active shows that introduce music, dance and gymnastics, explains Murphy. This is followed by arts & crafts content to keep kids busy in the afternoon when they get home from school, and bedtime programming to help them wind down in the evening.
Going forward, Sky Kids plans to build a library of primarily British content, both originals and acquisitions. “This will complement some of Sky's services that carry US shows from channel brands such as Nickelodeon, Nick Jr. and Cartoon Network,” says Murphy.
On the new channel’s post-launch shopping list are animated and live-action shows (minimum length of 20 x seven minutes) for kids under age seven that are based on familiar IPs or feature recognizable people/characters. Sky is also on the hunt for animated specials and series designed to inspire kids to be active, but that aren’t sports-based—think dance and fitness content. And music-centric programming for kids is a particular focus for the broadcaster, says Murphy.
By 2024, Sky will also be in the market for animated comedies and educational content (both live-action and animated). The channel is not currently seeking any animated preschool shows with songs, or concepts in the superhero, anime or action-adventure genres.
Team
Lucy Murphy Director of Kids Content, UK & Ireland
Estelle Hughes Commissioning Editor, Kids
Demographic
Sky Kids: under seven. Sky: three to nine.
Format
Live Action
Made for TV
Scripted
Shorts
Specials
How to Pitch
No paper pitches please. Keep the pitch short and sweet—a pithy one-page idea with a killer image is the best way to grab the team’s attention.
