The Dutch public broadcaster's kids division is only a year old, but with a strong vision and a keen understanding of what domestic viewers want, it’s looking to establish a multi-generational core audience.
Established in the aftermath of a 2014 merger between Dutch public broadcasting associations BNN and VARA, BNNVARA has had to learn the kids content business almost from scratch, says Maja Braun, head of youth and human interest and the channel’s lead commissioner of kids content.
Prior to last year, BNNVARA’s only kids programming title was Kinderen voor Kinderen (Children for Children), an annual holiday music special featuring the pubcaster’s own choir and celeb guests. The kids unit was established to broaden BNNVARA’s audience, optimize co-viewing opportunities and build a legacy of viewers, says Braun.
“We want to capture kids' attention from an early age and have them grow [up] as our portfolio expands,” she says. “We also want adults who watch our programs to be able to enjoy the new kids offerings with their children.”
Aimed at ages seven and up, BNNVARA's kids lineup is currently focused on the factual and reality genres, featuring 12 animated and live-action series and movies. The channel aims to spotlight tough issues like the pandemic, smoking and climate change in content tailored for tween/teen audiences.
Going forward, the team is looking to add shows—preferably live-action ones—that inform kids about the real world in an entertaining way and help them build their personal identities. “That's what kids prefer now,” Braun notes.
BNNVARA is in the market for content that runs 15 minutes or longer, with a minimum of six episodes for volume. It’s also looking to develop and co-produce early-stage concepts.
