Sky has teamed up with the makers of hit mobile game Monument Valley to create a kids TV app that will challenge services such as YouTube Kids.
The company has signed a deal with creative studio ustwo, which has won an Apple design award and two Baftas for puzzle game Monument Valley, to produce a kids TV app that will launch early next year.
The broadcaster is targeting four to nine-year-olds with the tablet app, following Ofcom data showing a huge rise in the proportion of children who watch shows on mobile devices.
Sky is introducing a range of parental settings to try and avoid the issues that plagued YouTube Kids in the US, which is expected to launch in the UK later this summer and has been heavily-criticised for allowing access to inappropriate content including a foul-mouthed Bert and Ernie.
Sky says it’s service will give parents “peace of mind” with options to filter content, view a log of what has been watched and a “bedtime” setting to limit usage.
“We want kids to have access to all their favourite shows when and on whatever device they want,” said Stephen van Rooyen, chief marketing and digital officer Sky UK. “And in a way that parents know is creative, engaging but ultimately, safe”.
The app will bring together a selection of shows from Sky and partners including The Cartoon Network, Disney and Nickelodeon.
Sky is also launching a multi-million pound ad campaign to promote the launch of a new dedicated kids section on the programming guide.
The campaign, which will feature popular characters including Peppa Pig, will promote a huge expansion in kids programming that Sky has made available on-demand.
Sky is also in the process of recruiting for a head of kids content to manage the expansion, which includes raising the number of episodes being made available on-demand from about 700 to 4,000, with viewing already up 50% year-on-year.
“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,” said van Rooyen.
