Home

CBeebies

Channel Profile: 
Owned by / Company: 

BBC Worldwide Limited is the main commercial arm and a wholly owned subsidiary of the British Broadcasting Corporation (BBC).

Summary: 

Multi-award-winning channel CBeebies provides a high-quality, interactive, entertaining and educational experience for pre-school children, offering them a safe haven to learn about and enjoy the world around them.

Profile: 

CBeebies’ top shows include In the Night Garden from the creators of Teletubbies, a new series of Charlie and Lola, and arts and crafts show Mister Maker. Upcoming new programmes include quiz show Kerwhizz, Big and Small and the U.K.’s biggest new hit Waybuloo.

Target audience: 

CBeebies focuses on pre-schoolers, 0-6 years old, their parents and caregivers.

Televison: 

CBeebies is on pan-regional Asian feeds across all territories. All channels in Asia are 24 hours. In Indonesia, BBC Knowledge and CBeebies are dubbed into Bahasa Indonesia.

Channel distribution in Asia: 

Singapore, Hong Kong, Indonesia, India, Malaysia, Philippines and South Korea. In Asia, CBeebies is available in English, Bahasa Indonesia and Hindi.

Content: 

The pre-school channel, which is advertising-free, premiered Waybuloo, Mister Maker and In the Night Garden to great acclaim earlier this year. Upcoming new programmes include Penelope K, by the way, Zigby and Everything’s Rosie.

Local Production: 

BBC Worldwide Channels is constantly looking for co-production opportunities, particularly for BBC Knowledge and BBC Lifestyle, for programmes that fit the channel in terms of genre, tone and quality.

Affiliate marketing: 

BBC Worldwide Channels sends out programming information to affiliates every month, and constantly works with affiliates to identify and create joint promotion activities.

Social Networking
CBeebies Asia has its own Facebook page. It also just launched a CBeebies app, CBeebies On The Go. The free app is available to download from the App StoreSM, for iPhone®, iPod touch® and iPad™ in Australia, Hong Kong, India, Indonesia, Malaysia, the Philippines, Singapore, Sri Lanka and South Korea. A whole range of features is available on the app - such as matching pairs picture games for the Teletubbies and Charlie & Lola, a Kerwhizz jigsaw game, a 3rd & Bird tap-the-fruit challenge, and many short video clips from popular shows.

Research: 

PAX, EMS, Media Brand Values. CSM, TNS

Satellites: 

Apstar 2R satellite at 76.5 degrees east. Playout centre is at Ascent Media.

Who's who: 

Mark Whitehead
Senior Vice President and General Manager

Monty Ghai
Vice President, Network Development Asia

Otto Leong
Director, Distribution and Development - Mainland China and Taiwan

Shyam PV
Director, Distribution and Business Development - South Asia

Ryan Shiotani
Vice President, Programming

Garry Sinclair
Vice President, Creative & Branding

Judith Davidson
Director, Marketing

Terri Seow
Head of Marketing, APAC – BBC World News

Advertising Sales: 

Asia: Sunita Rajan
Senior Vice President, BBC Advertising, Asia
E: Sunita.Rajan@bbc.com
India: Seema Mohapatra
Head of Ad Sales
E: Seema.mohapatra@bbc.com
Japan: Yoko Kawahara
Account Director, Ad Sales
E: Yoko.kawahara@bbc.com

Address: 

Asia
Singapore
BBC Worldwide Channels Asia
700 Beach Road, #08-08
Singapore 199598
T: +65 6849 5511
F: +65 6225 2060

W: www.bbcworldwide.com / www.bbcknowledge.com / www.bbcentertainment / www.bbclifestyle.com / www.cbeebies.com / www.bbcworldnews.com

 

Date: 

6 January 2012

Schedule Analysis: 

Pre-school channel CBeebies heads into 2011 with a clear view on original production, but no major scheduling changes.

The shifting content focus follows the premiere of live-action series Penelope K, by the way, in Asia in early November. The series, produced in Australia, is CBeebies’ first international co-production, and aired in Australia and in the U.K. earlier this year.

Ryan Shiotani, BBC Worldwide Channels Asia Pacific’s programming director (Asia), says more international original productions are on the radar. BBC Worldwide Channels has also commissioned live-action hosted links of CBeebies’ presenter, Pui.

Key shows highlighted for 2011 include I Can Cook and 3rd and Bird. Shiotani’s focus is on quality programming he can acquire first and exclusively.

2010 highlights were tent pole titles Waybuloo and new seasons of In the Night Garden and Mister Maker, a live-action, children’s arts and crafts programme.

The addition of Waybuloo, which premiered in February this year, extended CBeebies’ weekday mornings and early evenings blocks for the younger pre-school demographic. Other titles scheduled in the extended slot were In the Night Garden and Teletubbies.

For the older pre-school group (four to six year-olds), CBeebies groups programmes such as Charlie and Lola, The Large Family and Mister Maker.

Prime time is 8.30am-11am and 5pm-7pm.

2010’s pleasant surprise goes to Mister Maker in Indonesia, where an on-ground event attracted more than 8,000 pre-schoolers and their parents and caused a five-hour traffic jam. The event also took place in South Korea, Hong Kong and Singapore.

Shiotani says early evenings work well with a line-up that transitions from programming aimed at younger pre-schoolers to those for older pre-schoolers.

The cornerstone of CBeebies’ scheduling strategy is to provide consistency so that kids know when their favourite shows are on. Programmes are stripped Mondays to Fridays, with a slightly different weekend offering.

ContentAsia #108 Issue (November 22-December 5, 2010)