The Children’s Media Foundation


Save Kids' TV
was the campaigning predecessor to The Children's Media Foundation.

Created in 2006 as a reaction to the closure of the ITV Children's Production Department, Save Kids' TV identified the key issue facing children's media in the UK - that fragmentation of advertising revenue was leading to significant under-funding of children's television and associated interactive media.

It initially campaigned to raise public awareness of the issues, and after the 2007 Ofcom Report The Future of Children's Television Programming which identified that only 17% of the programming shown in the UK was made in the UK (a figure which reduced to 1% when repeats were factored in) it made significant headway amongst politicians and policy makers of all parties who acknowledged the problem.

The Save Kids' TV archived website contains a history of the campaign and the organisation.

Save Kids' TV developed a proposal for  a funded alternative public service video-on-demand service to compete with the BBC and replace the commercial public service programming lost when ITV drastically reduced its commissioning spend.  It also co-ordinated the activities of a range of bodies campaigning for increased public funding for indigenously produced children's drama and factual programming, including support for the UK Animation campaign to create tax incentives for animation production which led to a Treasury proposal in the 2012 Budget.

Much of this continues under the new Children's Media Foundation.  The CMF is working to refine and represent the concept of an alternative commissioner using public funds from the Lottery and other sources to create quality UK-specific children's content.  The CMF also supports the UK Animation campaign.

In campaigning, the CMF takes its positioning from the perspective of the children's audience.  It is not our role to support the industry for its own sake, rather to asses whether such support  will benefit UK kids in the long term.