BBC revamps kids channel to widen appeal

The BBC is relaunching its flagship digital children’s channel CBBC to attract a wider audience of six to 12-years-old. The new look, which will be unveiled next month and on air from September, will be backed by a heavyweight marketing campaign.

The multi-platform launch campaign will include trails across the BBC and an interactive campaign aimed at reaching the target audience via online communities.

CBBC creative director Anne Gilchrist says the revamp, which includes a new on-air identity and logos, is needed as the channel operates in “arguably the most competitive market in broadcast”. She adds that the channel will be “platform neutral”.

She says: “It is important that every part of our output evolves and innovates to keep pace with our audience.”

The CBBC campaign has been created in-house with Red Bee Media, which developed the identity, and Fallon, which have created promotional trails. MPG, the BBC media agency, has developed an interactive promotional strategy that will promote CBBC online and on mobile phone handsets.