The Stage

Save Kids’ TV to become Children’s Media Foundation

Published Friday 28 October 2011 at 16:33 by Matthew Hemley

Campaigning body Save Kids’ TV is merging with the Children’s Film and Television Foundation to create a “broader-based organisation” that aims to “pursue quality in children’s media of all kinds”.

Save Kids’ TV was set up in 2006 to lobby politicians and the government about the cultural and educational value of children’s TV and to protect it from decline.

When it merges with the Children’s Film and Television Foundation it will become known as the Children’s Media Foundation.

This body will exist to “pursue quality in children’s media on all platforms, speak for children and young people and act as a critical champion of the children’s media industries”. It aims to increase public awareness and improve understanding of the value of media made for children and to protect the quality and variety of media for young people.

It will also support the production of media for children and provide briefings to the government and media.

While Save Kids’ TV was run by volunteers, the CMF will be professionally managed.

Secretary of Save Kids’ TV, Greg Childs, said Save Kids’ TV has been focused on championing “the range, diversity, quality and purpose of the media we serve to our kids” and added that the body had ensured “that some of that content is made here in the UK”.

He added: “With children at the heart of the national debate, the time is ripe for Save Kids’ TV to turn itself into a more permanent, professionally managed and broader-based organisation capable of reacting quickly and pro-actively taking the lead with the voice of reason, supported by research. Save Kids’ TV has made a fantastic start. The CMF will be there for the long-haul.”

Nigel Pickard, part of the executive committee at Save Kids’ TV, said the CMF will “provide the industry with a strong perspective on serving the audience well”.

He added it will act as “a co-ordinated voice to build quality, responsibility, responsiveness and sustainability into everything we do”.

“The CMF will empower the kids’ media and entertainment industries to confidently make a difference in kids’ lives,” he said.