Why Digital is the new Children’s TV

Children from 2 and above are generating millions of video views but what are they viewing? From Minecraft builds to YouTube videos – not to mention YouTube videos of Minecraft builds – children in 2017 have plenty of options for digital entertainment.

Digital media and YouTube, in particular, has emerged as an alternative to traditional children’s TV – although it’s probably more accurate to say that the two are merging: plenty of popular children’s TV shows are now on YouTube in some form, while to young viewers – many on tablets – it’s all just “video”.

So what videos are available for children in Pakistan? Unfortunately, the answer is 99% is content from outside Pakistan, with majority coming in from the US and UK. Japanese content is also becoming popular. What that means is that children of Pakistan are learning western cultures and values. While, there is a lot of good they can learn from them, they are unfortunately, not learning a lot of Pakistan.

Should parents use the web world as a ‘digital babysitter’?

The phrase “digital babysitter” crops up regularly in comments about children and the internet. It’s often framed as a criticism of parents: leaving their children in the corner of a room with an iPad doing the parenting.

In some ways, this argument doesn’t ring true. First, even an hour spent watching YouTube leaves plenty of hours in the day for reading books, riding bikes, drawing and generally getting the kind of face-to-face parental attention that’s so important for children.

Second, because digital viewing doesn’t have to be something a child does alone: co-viewing can be a fun activity for them to share with their parent. But like television, it needs boundaries.

Is Digital programming in the driving seat, or its young viewers?

For critics of digital content, it’s tempting to see company’s producing the content identifying children as the next group they want to target. In truth, the digital content is more about catching up to the behaviour and information and entertainment needs of the children who’ve flocked to its service.

Globally, the 20 top children’s channels had more than 5.2bn views in October alone, from Little Baby Bum’s 428.5m to Toys and Funny Kids Surprise Eggs’ 164.7m

Worldwide, digital media is reacting to the fact that billions of children are already watching. It is a necessary move to avoid children seeing inappropriate videos and ads, as well as being exposed to its frequently toxic comments section.

Children specific channels use algorithms to filter out inappropriate comments and uploads – with a flagging system for parents to warn it about any that slip through the net.

There is a dire need for a similar approach from Pakistan as well. Where, there is a dire dearth of children’s programming, on any media – TV, Radio, Print or Digital. The excuse producers and media houses give for not producing children’s programming is low rate of return on investment! Recently, a spark of hope is scene with the animated ad series of Life Boy, Safe Guard and the one and only children’s game show – Knorr Boriyat Busters. Let’s hope this translates to the digital media as well.

With the advent of more and more digital content from Pakistan, it will mean that children will absorb the language, traditions and cultures of Pakistan in a way that no teaching can impart. Pakistan produced children’s content will ensure that the next generation will be spoiled for choice on their screens. With a balance with other important activities, digital content will help build healthy minds.

~ by Amena Kamaal on October 6, 2017.