Virgin launches kids TV app

UK paycaster Virgin Media has launched its dedicated kids app, which was first mooted to TBI at the Children’s Media Conference in July.

The Virgin Kids App is designed for kids aged 3-7, and will offer more than 2,000 episodes of on-demand kids TV programming at launch, plus games and reading books.

Virgin’s chief digital entertainment officer, Davod Bouchier (pictured), told TBI the app would be a “safe space” for children with no advertising, commercial influences or in-app purchase opportunities.

Show available at launch come from Virgin’s partners, including Disney, Nickelodeon and Cartoon Network. They include Bob The Builder, Mike the Knight, In the Night Garden, Thomas & Friends, Peppa Pig, Paw Patrol, Masha and Bear, Scooby Doo, Tom and Jerry, Monkey See, Monkey Doo and Angelina Ballerina.

Virgin customers can download the Virgin Kids app from the Apple and Google download stores, with shows available to view offline when abroad.

“Our Virgin TV Kids app is a safe and fun space designed exclusively for pre-schoolers, Virgin TV’s youngest customers,” said Bouchier. “Parents and carers can let their children explore the best children’s TV shows from all their favourite channels such as Disney, Nick Jr,  Boomerang and more, as well as a wide range of books and games safe in the knowledge that kids can never be exposed to age inappropriate or harmful content.

“Our Kids app has not only the UK’s best selection of pre-school entertainment, but it comes with added peace of mind for parents – an environment free from ads and other commercial influences.”

Virgin’s music and kids content editor, Sarah Aspinall, first mentioned the service earlier this summer. She also revealed the service was looking at original commissioning.