Championing the Future of Children’s Media
A Parliamentary Select Committee has launched a vital inquiry into the future of children’s television and video content in the UK – asking what can be done to ensure that the next generation continues to have access to high-quality, British-made programming, writes Yoan Dzhugdanov.
The questions being raised are timely. Children today are growing up in a vastly different media environment from even a decade ago. With YouTube and other global streaming platforms now dominating young audiences’ screen time, there is a real potential that they could lose touch with UK-originated stories and voices.
At the same time, the enquiry rightly highlights that children’s content must strike a balance: it should entertain but also educate, inspire creativity, and reflect the diverse experiences of children across the country.
At Percy & Warren, we see this potential first-hand through our work promoting children’s media products. We know just how powerful this content can be when it’s both enriching and entertaining – not only capturing imaginations but also supporting learning, empathy, and confidence in young audiences.
For the UK’s production sector – especially in animation – this is a critical moment. UK animation studios are already world-renowned for their creativity and craft, but they face tough competition for funding, visibility, and audience attention within the global market. Ensuring that homegrown content continues to thrive will require fresh thinking from policymakers, broadcasters, and platforms alike.
Save the Date: Friday September 5th
That’s why we’re excited to be producing an upcoming panel for Animation UK, the collective voice of the UK’s animation sector, representing studios, creators, and industry professionals, in partnership with C21, taking place on Friday 5 September – just one day after the Parliamentary Select Committee Inquiry publishes its findings.
The panel will bring together leading voices in animation to explore what the results mean for the industry, and how UK creatives can continue to deliver content that is both culturally relevant and globally competitive.
Kate O’Connor (left), Executive Chair at Animation UK, says: “We’re at a tipping point: the market is failing children as audiences and the animation sector as creators. Yet, animation remains one of the UK’s most valuable assets and demonstrates what’s possible: it educates, entertains, and exports British stories across the world.
But without action, both children and the sector will suffer. We welcome this very timely inquiry and thank Percy & Warren, and C21 for the opportunity to discuss these issues”.
Inspiring the media landscape
The debate about children’s media is ultimately about more than entertainment. It’s about identity, opportunity, and the kind of stories we want the next generation to grow up with. By backing UK talent and ensuring young audiences have access to content that speaks to them directly, we can safeguard a vibrant, inspiring media landscape for years to come.
Contact Percy & Warren today
Get in touch with us at Percy & Warren to talk about how to meet international partners, explore global co-pros, and use PR to position your company and content on an international level – no matter the language, format or stage.