CMF@CMC’24: Question Time
The Children’s Media Conference 2024 opened its first full day with Question Time, produced as usual by CMF.
The largest cinema in Sheffield’s Showroom was packed, with an overspill to the room next door, as delegates wanted to see and hear a panel of senior industry figures discuss questions about the most pressing issues for the children’s media industry.
There were some new visitors to CMC on the panel, and some well-known industry names:
- Iain Bundred, You Tube’s Head of Public Policy for UK and Northern Europe
- Dr Elizabeth Milovidov, Senior Corporate Counsel for the Lego Group
- Michael Rose OBE, CEO and Co founder of Magic Light Pictures and member of the CMF Executive Group
- Onjali Q. Raúf, author
- Lucy Murphy, Head of Sky Kids, UK and ROI.
All brilliantly moderated by Emma Scott, Chair of World Book Day and the person who chaired all the Children’s Media Summit pre-meetings.
The first questioner asked what was the first thing the new government should do to help children’s media. The diverse panel didn’t disappoint, with answers that included Iain wanting the new government to deliver on their manifesto and Elizabeth wanting them to make online safety actually happen. Lucy spoke up for reversing the cuts in arts education, bringing back the Young Audience’s Content Fund and tax benefits compatible with the rest of the world. Onjali focused on libraries in schools and bringing 4m children out of poverty while Michael reiterated the importance for children of this country to see themselves on screen.
Question two was about diversity and representation in children’s content and what more needs to be done behind the scenes. Lucy spoke about the targets Sky has in this area, about the need for more decision-maker level appointments and asked everyone to look at their own unconscious bias. Onjali suggested there needed to be more real children represented in fiction and non-fiction – rather than the default which seems to be animals – because young children particularly need to see themselves on screen and on the page, and Elizabeth asked for a better framework and structure for hiring and promotion, and importantly retention of new staff from diverse backgrounds.
In the light of major global lay-offs and the very real concern about the lack of money in the industry to invest in the creation and promotion of content, the next question asked the panel if new funding models might work?
Iain referred to the growth in appetite for and revenue from YouTube and how important it was to take British content out to the rest of the world through partnerships. He also spoke about YouTube creators working more closely with our industry. Michael acknowledged that these are difficult times and that a lot of children’s companies are under-capitalised. He called for an increase in the tax credit to be more in line with independent film at 40% and for there to be some form of investment fund as well as a production fund. Lucy said that investors need to take a long term view of projects if they are to succeed in the new landscape. Elizabeth said that these major lay offs also raise concerns about lack of qualified staff to enact online safety changes and Onjali referred to how hard it was for children’s authors who not only have to write but also market and promote in order to sell their books.
In Question Four the panel were asked how they felt about the progress of the Online Safety Bill. Elizabeth thought it is a great start. She was hopeful for successful implementation – the next step – as other countries look to the UK as a leader in this. Iain felt optimistic: it has taken a long time coming but YouTube are working hard to ensure safer online spaces for children. Ofcom will need to play their regulator role in ensuring full compliance. Lucy stated that Sky take the Act very seriously. Onjali felt that the Act does not address the recommendation and promotion of further and sometimes inappropriate content around children’s viewing and this needs to be looked into.
The panel was then asked about the shift in viewing to on-demand – essentially to YouTube and TikTok – and the impact on producers and broadcasters. Michael explained that these platforms are valuable to remote content, but they are taking the content without funding it. He asked how we can start rebalancing that relationship and also how YouTube could use their algorithm to surface high quality public service content. Iain felt that YouTube often see quality commercial and public service content performing well. And some companies are making significant revenues – particularly when content is global. He was optimistic how this could be made to work and highly aware that times for producers are desperate. Lucy explained how Sky puts their kids’ news content onto Instagram and TikTok and other social platforms in bite-sized segments; recognising the need to be where the children are watching. Emma pressed Iain on what more YouTube could do – particularly for children who don’t necessarily know what’s best. Iain explained that YouTube does not offer prominence because the algorithm works to surface what the consumer wants.
The final question asked the panellists what they were currently enjoying in media. Michael said he had just finished reading Onjali’s book which is fantastic, Onjali spoke about Taylor Swift and the joyfulness of her family content and live shows, Iain recommended ‘Gladiators’ which he enjoys with his family and Lucy is loving a podcast for Kids called ‘Smash, Boom Bust!’
Our Question Time session at 2024’s CMC ended with a huge amount of appreciation in the audience, once again starting many conversations for the rest of the conference and beyond.
Kay Benbow 1961-2024 CMF at CMC ’24: the Debate – YouTube or Bust?