launched (it aired for the fi rst time 1997 - I still have the t-shirt!). However at this time, being such a new channel, it had not yet set in place its early morning pre-school strand Milkshake, and so was not on the schedules for TV media plans during my early days. Moving onto the satellite channels, these had been in existence in the UK for around 3 to 4 years, and although their delivery of the kids audience was relatively low, hampered by the fact that only 60 percent of kids had access to satellite TV at home, this was refl ected in a cheaper price. The cheaper prices were attractive to advertisers, and so stations such as Cartoon Network, Toonami, Nickelodeon and Fox Kids were used to reach those kids lucky enough to be able to view these channels. There was also at this time Trouble TV which had developed from being TCC – The Children’s Channel (which aired from 1984 to 1998), and you could also buy plenty of Pokémon on Sky. In summary, a TV media plan in 1998
would been likely to be a mix of; ITV1 (CiTV), GMTV, Cartoon Network, Nickelodeon, Sky and Fox Kids – with a bit of Trouble if you were going for a more teen audience. ITV1
would have been likely to take a third of your spend, and for that you would have been delivered schedules that reached a large number of children in the UK within a few weeks. Things have changed a lot since then. Multi-channel uptake has advanced rapidly, and now there are twenty commercial satellite stations purely dedicated to kids. These stations fragmented the overall viewing, as kids had more choice than ever of what to watch. No more weekend afternoons where it was either sport or old fi lms with mum and dad. The terrestrial providers took a big hit as their young viewers abandoned them in favour of these dedicated satellite channels. ITV1 decided in 2007 after years of viewing decline that enough was enough, and scrapped weekday kids output all together. They were able to get away with this within their broadcaster’s remit because they had launched their own satellite kids channel in 2006 and siphoned off their viewers there instead. Kids’ stations have come and gone over this period, and many have experienced a re-brand. Strangely one of
the best and worse examples comes from the same channel, when the re-branding of Fox Kids to Jetix saw viewers leave in droves in 2005. However, roll forward a few years to 2009 and the re-brand of Jetix to Disney XD has been one of kids TV’s big success stories. So today, 13 years on, as I turn teenager in my career, what TV channels can I now buy to deliver an advertisers message to younger viewers? Well there is ITV Breakfast (GMTV as was), Five Milkshake, ITV Breakfast digital (GMTV2 as was), CiTV Digital, Nickelodeon, Nick Replay, Nick Toons, Nick Toons Replay, Nick Jr, Nick Jr2, Cartoon Network, CNToo, Boomerang, Boomerang+1, Cartoonito, Disney XD, Pop, Tiny Pop, Tiny Pop+1, Pop Girl, Pop Girl+1 and Kix. As 100 percent of children in the UK now
have access to multichannel TV services, the Turner and Nickelodeon families of channels dominate the market. The Pop channels have also grown well since launching their fi rst channel in 2003, and now represent 10 percent of all kids’ viewing. So, whilst children have a larger choice of viewing, as a buyer I now have a larger
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