Tips: developing content for children
What works for young audiences?
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Phillip Cooper, development producer for CBBC, gives his tips for developing content for younger audiences.
Development is challenging at the best of times, but when your target audience is a completely different age group it can be even harder. Stepping into the shoes of a ten year-old and understanding what children want to watch requires real imagination and hard work. Phil talks us through some of the ideas and themes that have have worked for him.
- Get to know the audience
CBBC runs Stepping Out sessions as a way of meeting viewers, talking to them and learning about their lives. I Want My Own Room, where children get to re-design a room in their house, was commissioned on the strength of discovering that lots of children hate having to share their living space.
- Empowerment
CBBC viewers are mainly between six and twelve years old. They want to be treated more as adults, but still have a mischievous streak. Shows that combine both elements can really resonate with them. Phil points to Gimme a Break, which puts children in control of the family holiday, as an example.
- Keep it simple
A golden rule of development is that if the idea is too complicated to sum up in a sentence or two, it probably won't get commissioned. Phil offers up Cop School - "Can kids cut it as police officers?" - as an example of how to do it.
- Talent
If you have buy-in from well-known talent, as Phil did for Vic Reeves' Ministry of Curious Stuff, you have a better chance of winning a commission.
- Taking risks
Developing for children doesn't mean you shouldn't take risks. Commissioners are often after brave ideas dealing with difficult subjects, like Hai Karate, an entertaining format exploring religion and culture.
- Show, don't tell
Actions tend to speak louder than words in development and you will often stand a better chance of a commission with a taster tape. Without one Phil thinks Project Parent, which puts children in control of their parents' social lives, would never have got past the commissioner.
