CBBC goes shopping for new agency perspective

CBBC, the children's programming arm of the BBC, is on the hunt for an agency to 'get a fresh perspective on the brand'.

The brief includes general CBBC offerings, such as scheduled slots on BBC2. It also covers the BBC's digital channel for younger children, CBeebies.

Children's broadcasting sits within the BBC Portfolio PR team. Its head of comms Dan Phelan said he hoped to have an agency in place within the next few weeks. He revealed that three agencies had already pitched for the 12-month project.

‘The programmes on which the winning agency will be working have not yet been decided and the brief will change as it goes along,' said Phelan.

One programme the agency may well promote is the recently launched In the Night Garden - the latest off­ering from Teletubbies creator Anne Wood.

It involves a character called Makka-Pakka who lives in a small cave with his favourite stones.

CBeebies came under attack last month when a psychologist told MPs that ­allowing children under three to watch television can impair their social and linguistic development, resulting in health risks.

The risks that Aric Sigman listed included attention deficit disorder, autism and obesity.

He recommended that children under three should not watch TV, and those between three and seven should only watch 30 minutes to an hour each day.


Click here to watch Cow PR consultant Dylan Watkins talk about the pitfalls and positives when working for children’s television clients.
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