The production ecology of pre-school television in Britain

This project investigated the changing production ecology of British preschool television in the light of global and national developments since the mid-1990s when a small number of British pre-school programmes (Teletubbies, Bob the Builder) achieved a high international profile.
The principle aim has been to provide systematic analysis of the state of British preschool television by identifying the factors that inform and shape its development and production. The second aim has been to disseminate the findings to enhance understanding of the sector both within industry and academia.
One of the main achievements of the research has been the degree of access to industry contacts and different production contexts, which has provided rich evidence to meet the project's aims and objectives.
Drawing on 88 interviews with producers, distributors, broadcasters, writers, directors, regulators, mari researchers, and overseas buyers, combined with observations in a range of production environments, the research has articulated and established the complex internal and external factors that determine preschool production.
It focused on how different players in this production ecology manage and creatively negotiate wider commercial, regulatory, cultural and technological forces and the implications for the nature of what is produced. The research proved particularity timely as it coincided with a perceived crisis in UK children's TV following a ban on advertising for HFSS (high fat sugar salt) foods around programming targeted at children, and the reduced commitment of ITV to commissioning content and transmitting children's shows on its terrestrial service ITV 1.
This contrast between international success and domestic crisis provided a compelling rationale for further investigation. A further achievement of the project, has been levels of dissemination beyond what was originally envisaged (2 articles, 1 book chapter, 2 conferences, an industry report, 13 papers).
In terms of outcomes and results the project provides a comprehensive examination of British pre-school television with reference to its history, structure, institutional relationships and working operations. In particular it charts how preschool television has been shaped by a range of external forces and internal practices, and how it functions as a production ecology comprising a range of large and small players (broadcasters, producers, licensors, co-founders) who at different times co-exist, co-operate and compete in a highly competitive and increasingly global production environment.
The examination of these different players and their variable and often unequal relationships provides an improved understanding of the different levels of interactivity, interdependence, cooperation and competition, and how actors position themselves in relation to changing national and international circumstances and to each other. Focusing on the precise roles of different players, the team gained insight into the strategies employed to get programmes commissioned and funded. In term of findings the project established:
The highly differentiated yet interconnected nature of the production sector ranging from large and commercially ^ orientated producer-distributors with major interests in international markets and licensed merchandise to smaller creatively-led production entities.
The disconnect between the small amounts of commissions and funding provided by broadcasters (primarily C Beebies, Five and Nick Junior UK) and their power In determining what gets made, based on their hold over broadcast distribution.
The large degree to which international and licensed merchandise considerations inform what gets made.
The growing importance given to the incorporation of educational content in pre-school programming to meet increasing concerns about the impact of programming on children, and also to satisfy the US market, which is more educationally focused.