ACTF congratulates Government on bold new initiative for the children of Austral

The Australian Children’s Television Foundation (ACTF) have congratulated the Commonwealth Government for its announcement of funding for a dedicated Australian children’s television channel.

‘This is a wonderful initiative for families. We applaud the Federal Government for its recognition of the importance of Australian children having access to television programs to tell their stories and which reflect their culture and values,’ said Jenny Buckland, Chief Executive of the ACTF.

‘Until now, there has been no regular, consistent broadcast platform that gives children ready access to Australian stories.  The trend around the world has been for children to turn to dedicated children’s channels and, until now, this has meant that Australian children have largely been watching television programs and films created by large international entertainment companies.’

The ACTF worked closely with the ABC in developing a comprehensive proposal to take to Government. The ACTF argued that the most efficient way to deliver the channel would be as a digital multichannel of one of the national broadcasters. The ABC, with a proven track record in delivering and promoting programs to children, and a trusted brand, was the obvious choice.

‘Almost immediately, the ABC supported the channel concept. It, like the ACTF, saw such a channel as offering the Australian broadcasting, production and education communities an opportunity to co-operate in a way never before contemplated,’ Ms Buckland said.

The ACTF acknowledges that the Government’s support for children’s television programming – via direct production assistance and its requirement for commercial television broadcasters to participate in the creation of new children’s content, through the obligations to screen a minimum quota of children’s programs under the Australian Content Standard and Children’s Television Standard – has been a success.

A considerable amount of outstanding local content has been created for children and, as a by product, a world class children’s production industry has been established.

However, the media and social landscapes have changed since these measures were put in place. Children are using media in different ways and at different times than they were 15 years ago.

Australian programs for school-age children are typically screened on the commercial broadcasters at 4pm on weekdays; a time when many children are still on their way home from school, in after school care, playing or engaged in healthy after school activities such as sport.

Children now watch more television in the evening than any other part of the day. The number of 5-12 year olds watching television from 7-8pm is almost twice that watching between 4-5pm.

‘This will be a new and innovative service with includes a diverse slate of programming including, news, educational programming and material that is created by children alongside entertaining children’s drama and non-drama programs.  Children will be able watch Australian programs at a time convenient to them and their families,’ Ms Buckland said.

The channel will screen both newly created programs and selections from the rich catalogue of programs created over the past 25 years as a result of the Australian Content Standard and Children’s Television Standards.

‘We see this as a way that local content created for our children, much of it supported by tax-payers, actually reaches and connects with its intended audience. It will enhance the effectiveness of existing policy initiatives by increasing access to both new and older Australian children’s programs,’ Ms Buckland said.

[release from TM Publicity for the ACTF]