S4C to extend services for children

Following the successful launch of its nursery service, Cyw, in 2008, S4C is now focusing on older children and has awarded a new three-year contract.

Boomerang+ has won the contract, in open competition, to produce content and links for older children.

The company will be responsible for providing at least 156 hours of original programmes per year, as well as the links between programmes. The service will be broadcast between 4.00pm and 6.00pm, Monday to Friday, with additional hours at the weekend.

The new service, which is intended to appeal to an age range from 7 years old to early teens, will include an interactive element and content for other platforms, which will enrich the viewing experience. It will be introduced in April 2010.

Rhian Gibson, S4C’s Director of Commissioning said, “This is a very exciting development for S4C following the successful launch of Cyw last year.

“Introducing children to S4C at a young age encourages loyalty to the Channel and to the Welsh language, and this latest step reflects S4C’s strength in this genre as well as its public service role.”

Huw Eurig Davies, Chief Executive of the Boomerang Group said, “Boomerang has considerable experience in the field of children’s programming and over the years we have produced many popular programmes for S4C. We are now looking forward to this new challenge which gets underway within a few months.”

The new service will be innovative, original, fresh and confident and will include a range of programmes of varying genres. There’ll be an emphasis on giving children an opportunity to participate and interact.

S4C will continue to schedule the service and S4C will also commission a limited number of original programmes for this age group outside the scope of the contract. The service will be broadcast on S4C and online.