A still from 'Hey Duggee'. CBeebies
A still from 'Hey Duggee'. CBeebies
A still from 'Hey Duggee'. CBeebies
A still from 'Hey Duggee'. CBeebies

How the pandemic brought back demand for educational children's content


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Many parents and teachers would probably admit that the past year has redefined what screen time means to them; at best, a guilt-free educational substitute for face-to-face learning and at worst, a free quarantine babysitter. To offset the isolation and lack of social interaction, new children's shows strive to help young minds cope with stress and stay connected, from a safe distance.

What the pandemic has also done, according to Henrietta Hurford-Jones, global director of children's content at BBC Studios, is drive a record number of children and adults to turn back to public service broadcasting for education and entertainment while reversing a trend towards "fragmented" streaming options, where parents had little control. "Parents trust channels such as CBeebies as they know that nothing weird will pop up on screen as children are watching."

Parents trust channels such as CBeebies as they know that nothing weird will pop up on screen as children are watching

Educational and children’s programming had, in 2019, been moved into the same division by BBC Public Service, to sit under the same leadership. “I’m not sure if it was prescient or good timing, but it makes perfect sense for those two genres to sit and grow together,” says Hurford-Jones.

In the industry for 20 years, as director for European programming at Fox Kids (later Jetix and Disney XD) for five years, among other roles, Hurford-Jones knows a thing or two about commissioning, developing and producing children's content. "A few trends emerged in 2020," she says. "The demand for programming around curriculum-­based learning increased and parents needed support as kids were homeschooled. The BBC started to supply short, curriculum-based lessons for school-based kids. The larger effect was that everyone suddenly realised how important children's TV is as a genre, with learning at the heart of its content."

The word Hurford-Jones uses is "nourishing" content, whether it's live action, animation and puppetry, or more didactic using numberjacks, letters, art or sport. Already a beacon of trusted, age-appropriate content, reaching viewers in more than 170 countries and in eight languages, CBeebies was poised to take advantage of this evolving distance-learning environment, but the learning curve was still impossibly steep.

Henrietta Hurford-Jones is the global director of children's content at BBC Studios. CBeebies
Henrietta Hurford-Jones is the global director of children's content at BBC Studios. CBeebies

Lockdown created a rush to make more curriculum-based content available across all platforms: mainstream TV, iPlayer, podcasts and Bitesize, a BBC app offering study support for learners between 5 and 16 years.

During the first UK school closure from April to July last year, 150 new daily lessons weekly were broadcast in maths, English and another core subject for Years 1-9, plus the usual GCSE content for Years 10-11. By July, the channel had produced 2,000 new daily lessons. During the second UK lockdown from January to March this year, Bitesize offered structured maths and English lessons, averaging 4 million users weekly.

“It took a huge amount of work to pull this all together so quickly. Will it still be of interest going forward? I can’t predict the future, but we’ll see,” Hurford-Jones says.

She lists shows such as Bluey – the top title in Australia – soon to be released by the channel in the Middle East, as an example of a show that invites co-viewing opportunities for all ages with humour and learning at its core. It depicts the life of a modern family: their relationships and how they interact within their household. Another of her shows, Hey Duggee, encourages children to develop empathy and boost problem-solving skills.

'Hey Duggee' is one of the shows on CBeebies.
'Hey Duggee' is one of the shows on CBeebies.

CBeebies ranks second in the world for brand awareness in the 0-6 age category in countries such as Australia and the UK. YouTube sits at number one. It's almost impossible for any channel to compete with the speed and affordability of YouTube content, which is most often user-generated. A perfect example of this is the new, award-winning children's series My Stay-at-Home Diary, created and filmed by kids themselves, aged 6-13 years, around the world in Canada, Mexico, Germany, South Africa, The Netherlands and the US. Through the points of view and cameras of the featured children, viewers observed their lives, their worries, and learnt what they were doing to stay busy and have fun during the pandemic.

Last month in the Middle East, CBeebies worked with local parenting influencers, such as Noor Odeh, Suzan Alsadi and Dima Mousseli, to engage their followers in a conversation about using screen time for young kids in a healthy way, primarily through educational and safe content. The campaign focuses on areas that are important to children's development: being active and adventurous, creative, independent, kind and empathetic.

This month, the channel will premiere a number of new series in the Mena and Turkish territories, introducing a range of new characters to entertain and educate preschoolers. From Monday, Garden Tales connects preschool children to the natural world with entertaining stories about cute animals. Other new shows include Teletubbies, Go Jetters, JoJo & Gran Gran and Topsy and Tim – a live action drama based on the adventures of five-year-old twins. Little Learners Education Block continues to show on weekday mornings, introducing educational topics such as numeracy, literacy, cooking and sports.

Beyond this "formative" age group (0-6 years) for children's content, Hurford-Jones lists Horrible Histories as a "laugh-out-loud funny" educational show, also broadcast on BBC Radio 4, where prime-time comedians dress as Romans and act out scenes containing historical facts. Others are Operation Ouch!, all about medical science, and Ricky Wilson's Art Jam, which explores lessons through art. "It's about getting the audience to engage in active or 'hidden' learning," Hurford-Jones explains.

A scene from 'Horrible Histories'. CBeebies
A scene from 'Horrible Histories'. CBeebies

Programming for this older age group (7-12 years) also extends to drama, with shows that depict the lives and struggles of real kids. These shows encourage social and emotional learning and help to build resilience, empathy and compassion, which can support academic achievement, says Hurford-Jones. The 7-12 age group is divided into "bridge" years; 5-7 and 9-11 years, and the difference in content output varies in terms of emotional and social maturity.

There is now a wider understanding of how crucial it is for children to access this educational content, at home or at school, and Hurford-Jones believes that awareness will outlast the pandemic.

Alongside the surge in TV audiences, parents find themselves couch-sharing more with their tweens and teens. What can they do to support their children’s learning at home? “It depends on the age of the child but what’s important is that parents are present for their children and engaging with them; this is almost as important as the content itself and for all ages,” says Hurford-Jones. “Older kids engage more with friends through forums and games sites that are safe zones, but parents still need to be a part of it, [and] enjoy it together, as a family.”

CBeebies is available on beIN Mena channel 103 in countries including UAE, Saudi Arabia and Egypt

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Percentage increase in visitors in eight years: 500 per cent

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Favourite film: Motorcycle Dairies, Monsieur Hulot’s Holiday, Kagemusha

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Tonight's Chat is a series of online conversations on The National. The series features a diverse range of celebrities, politicians and business leaders from around the Arab world.

Tonight’s Chat host Ricardo Karam is a renowned author and broadcaster with a decades-long career in TV. He has previously interviewed Bill Gates, Carlos Ghosn, Andre Agassi and the late Zaha Hadid, among others. Karam is also the founder of Takreem.

Intellectually curious and thought-provoking, Tonight’s Chat moves the conversation forward.

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Company Profile:

Name: The Protein Bakeshop

Date of start: 2013

Founders: Rashi Chowdhary and Saad Umerani

Based: Dubai

Size, number of employees: 12

Funding/investors:  $400,000 (2018) 

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TEACHERS' PAY - WHAT YOU NEED TO KNOW

Pay varies significantly depending on the school, its rating and the curriculum. Here's a rough guide as of January 2021:

- top end schools tend to pay Dh16,000-17,000 a month - plus a monthly housing allowance of up to Dh6,000. These tend to be British curriculum schools rated 'outstanding' or 'very good', followed by American schools

- average salary across curriculums and skill levels is about Dh10,000, recruiters say

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Dubai College A 50-12 Dubai College B

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FTO designations impose immigration restrictions on members of the organisation simply by virtue of their membership and triggers a criminal prohibition on knowingly providing material support or resources to the designated organisation as well as asset freezes. 

It is a crime for a person in the United States or subject to the jurisdiction of the United States to knowingly provide “material support or resources” to or receive military-type training from or on behalf of a designated FTO.

Representatives and members of a designated FTO, if they are aliens, are inadmissible to and, in certain circumstances removable from, the United States.

Except as authorised by the Secretary of the Treasury, any US financial institution that becomes aware that it has possession of or control over funds in which an FTO or its agent has an interest must retain possession of or control over the funds and report the funds to the Treasury Department.

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Seats open:

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  • One for Latin America and Caribbean Group
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Countries so far running: 

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Silent Hill f

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Platforms: PlayStation 5, Xbox Series X/S, PC

Rating: 4.5/5

England squad

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Price, base: Dh69,900

Engine: 2.0-litre turbocharged four-cylinder

Transmission: Seven-speed automatic

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Torque: 315Nm @ 2,000rpm

Fuel economy, combined: 7.0L / 100km

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Stars: Nadine Labaki, Ziad Bakri, Zain Al Rafeea, Riman Al Rafeea

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GAC GS8 Specs

Engine: 2.0-litre 4cyl turbo

Power: 248hp at 5,200rpm

Torque: 400Nm at 1,750-4,000rpm

Transmission: 8-speed auto

Fuel consumption: 9.1L/100km

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Skilled worker visas will require a university degree, and there will be tighter restrictions on recruitment for jobs with skills shortages.

But what are described as "high-contributing" individuals such as doctors and nurses could be fast-tracked through the system.

Language requirements will be increased for all immigration routes to ensure a higher level of English.

Rules will also be laid out for adult dependants, meaning they will have to demonstrate a basic understanding of the language.

The plans also call for stricter tests for colleges and universities offering places to foreign students and a reduction in the time graduates can remain in the UK after their studies from two years to 18 months.

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Bournemouth 2

Wilson 70', Ibe 74'

Arsenal 1

Bellerin 52'

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