Move will open up another avenue for original children’s programming.
Virgin Media is to enter the children’s television space – with it set to commission original content for the first time.
The move could have a significant impact for new properties trying to break through, and is also good news for the licensing and consumer products sectors.
Digital TV Europe has reported that Virgin Media kids and music editor Sarah Aspinall told delegates of the Children’s Media Conference in Sheffield last week that the move came after a recognition “of the value of children’s content”.
Sarah said there is “an opportunity to get some projects off the ground, be it with our friends at Viacom, Turner or Disney, or someone in a garage”.
She added that, rather than being tied to time slots, a traditional format or demographic, it was all about finding a property that “will resonate with our audience” and keep them coming back.
DTVE also reported that the Virgin kids TV app was rumoured to be launching imminently.