ITV picks Quaestor for research ahead of kids' channel launch

by Sam Matthews, Brand Republic 26-Sep-05, 08:00

LONDON – ITV has appointed Leeds-based agency Quaestor to conduct research for its new commercial digital children's channel to be launched on Freeview next year.

Quaestor will use a variety of qualitative methods for the project including child and parent interviews, parent focus groups, and ethnographic TV viewing sessions.

The research results will be used to shape the channel's programming, scheduling and branding.

Abi Greenwood, senior content research executive at ITV, said: "It is important that the programmes we put on the new channel reinforce our position as a valued and trusted provider of children's programming.

"This research will ensure we meet both children's and parents' needs in this increasingly competitive market."

The as-yet-to-be named channel will launch on the free-to-air digital service Freeview from 6am to 6pm, within the next five months. The channel will occupy the daytime slot of the new ITV male-skewed channel ITV4, which is launching on November 1.

It will also air on the BBC and ITV digital satellite joint venture Freesat when it launches in 2006.

The channel is likely to include ITV's existing slate of kids' programmes, such as popular animation shows 'Angela Ballerina' and 'Engie Benjy', entertainment shows like 'Art Attack', as well as factual and pre-school programmes.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.