Kids today and tomorrow

Analyses UK children’s television viewing habits and suggests how their media consumption may evolve; the research is by MediaCom, where the author is head of Kids TV. Finds that what children say they watch differs from what they actually watch; this is known as the Chucklevision effect. Outlines factors that produce change in media consumption: paramount is the falling price of technology like computers, satellite TV and DVD players, but others are the changing family unit, an increase in organised play, and the growing availability of adult brands to children. Looks at the increased TV viewing choices available to children in recent years, noting however that they are actually watching slightly less TV and may anyway prefer adult programmes to those designed for them. Addresses the issues of whether internet use will replace TV viewing, UK versus US programmes and the role of the BBC in programme making, changes in reported favourite programmes since 1997, the influence of TV advertisements, and what adverts children like.