BBC launches iPlayer for kids

by Dan Leahul, Brand Republic 19-Dec-08, 11:20

LONDON - BBC is launching a children's version of the BBC iPlayer, allowing on-demand access to CBBC programmes such as 'Blue Peter', 'MI High' and 'Doctor Who' spin-off 'The Sarah Jane Adventures'.

Kids can access the BBC iPlayer through the CBBC website and will be able to view programmes up to a week after their broadcast, including some programmes, which will be available for up to 13 weeks as 'series catch-ups'.

Following a soft launch of the new service, the BBC iPlayer for CBBC will be supported by an on-air marketing campaign in February.

A second stage of the launch of the new children's services is planned during the first half of 2009 when Cbeebies will also get a similar service, which will be designed as a shared online experience between parents and children under six.

The CBBC and Cbeebies services will restrict access to non-children's programming on the BBC iPlayer's main platform.

To date, the BBC iPlayer has received more than 250m viewing requests and was the most searched keyword in Google in 2008.

Richard Deverell, controller of BBC Children's, said: "Children already live in the fully interactive and on demand world and this important launch means CBBC can be there for them."