Public Service Goes to Market: British Children's Television in Transition

This article analyses recent moves towards a more commercial, multi-channel environment in British broadcasting, and the consequences of such an environment for children. Contrary to those who have feared for the abandonment of a ‘Great Tradition in children's broadcasting, the article suggests that the situation is more complex and ambivalent. The new environment has seen an increase in the amount of provision for children, both on terrestrial and cable/satellite channels, although whether this increase will be maintained over the longer term is less certain. The article also challenges nostalgic conceptions of cultural value, and argues that the opposition between commercialism and ‘auality’ needs to be re-thought: the growing commercial role of the BBC, for example, may result in it becoming more responsive to its audience. Ultimately, however, there remains a need for greater accountability, and for greater public involvement (not least by children) in the practice of media regulation.