Sky to hire first kids content chief

UK pay TV provider Sky is to launch a dedicated kids app next year and will appoint a head of kids content.

Sky has tapped design group ustwo, the outfit behind Monument Valley, to design the app, which is expected to launch in early 2016.

Aimed at children aged 4-9 years, the app will bring together age-appropriate shows available on Sky, from the likes of Cartoon Network, Disney and Nickelodeon.

The app will include options for parents to filter what their child views, and the ability to limit usage including a ‘bedtime’ setting as well as the ability to understand what their child has been watching.

Sky said it had started the recruitment process for a dedicated head of kids content. The hire will “ensure Sky continues to offer the most compelling kids content presented in a creative and appealing way”.

Paycaster Sky is yet to invest in original kids programming, though its budgets for other genres have been greatly exanded in recent years.

The announcement comes as Sky launched a new advertising campaign aimed at kids, featuring characters including Peppa Pig and Captain Barnacles from The Octonauts working together to add a new dedicated kids section to the Sky+ home page.

The new section provides a view of all the kids shows and movies available on demand, all kids TV recordings, plus a quick view of what’s on now on linear channels like CBeebies and Nick Jr.

Stephen van Rooyen, chief marketing and digital officer (pictured above), Sky said: “We want kids to have access to all their favourite shows when and on whatever device they want, in a way that parents know is creative, engaging but ultimately, safe. Sky has always focused on providing great entertainment for the whole family which is why we are continuing to invest in what we offer the youngest members of the household.”