Genre: Information/Explanation

Looks at how the pan-media preschool CBeebies brand was conceived, created, launched and evaluated by the BBC in 2002; it comprises a dedicated preschool television channel, programming blocks on BBC ONE and BBC TWO, a website, and interactive TV output. Explains the background to the launch of the channel: the Department of Culture, Media and Sport approved it, and most of the programmes are UK-based. Describes how the brand was brought to life and has, within 18 months, become the favourite TV channel in the UK among children who can receive it; one reason for its success is that it works equally well for toddlers and parents.