The Children’s Media Foundation (CMF)


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 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) Save Kids' TV made significant headway amongst politicians and policy makers of all parties who acknowledged the problem.

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 Animation UK campaign to create tax incentives for animation production which led to a Treasury proposal in the 2012 Budget.

The Children’s Media Foundation (CMF)