U.K. Preschoolers Like Their Shows Made in Britain

Nancy Kanter, Playhouse Disney’s senior vice president, stressed the importance of tailoring programming to the under 5 age group in different territories, in a recent interview with the Guardian.

The channel is pleased with the performance of its new British-made series “Jungle Junction” and has said it will move into European production across all of the Disney channels.

Out of 27 dedicated kids’ channels in the U.K., just 1 percent of their total output is made in this country, but within preschool the picture is completely different. Nearly 95 percent of material on CBeebies originates in the U.K. and Nick Jr has taken steps to emphasize its “Britishness.” Disney is now starting to adapt its U.K. output.

“We had a particularly keen interest in something that was going to be developed outside of the U.S., to really tap into a global market for kids’ television,” says Kanter of “Jungle Junction.”

“Jungle Junction” is made by Spider Eye, a Cornwall-based animation company and more U.K. production is expected. In 2007, Disney deliberately set out to look at the European market, the U.K. being the first area, and confirmed details of its ambitions last month. Playhouse Disney has appointed Beth Gardiner as a development executive based at its Chiswick, West London headquarters to establish a brand fit for potential U.K. partners. Disney also hopes its advertisement-free status is attractive to parents. Just over half of Nick Jr’s programming is classed as originating in the U.K. and some U.S. shows are dubbed with British voices.

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