RTÉ Aims at Tot Market with RTÉ JR

RTE Aims at Tot Market with RTEjr

RTÉ have taken a giant leap into Children’s television with the launch of RTÉjr.

The new station targets tots and children up to seven years of age, and was launched in April by the Minister for Children, Frances Fitzgerald. The station is available across several traditional and digital platforms including: online, on TV (Sky, UPC and Saorview), on radio and through a mobile application.

“I am delighted to launch RTÉjr and would like to compliment RTÉ on this wonderful initiative,” said Minister Fitzgerald. “We talk a lot about cherishing our children, and what an innovative way to do so by the development of this dedicated service for children in Ireland.”

The new channel is part of RTÉ’s three-year strategy to create a variety of programmes and platforms for young people. RTÉjr is a non-commercial channel. It won’t carry any adverts and will feature 14 newly-commissioned programme strands. Children will be able to watch or listen on the RTÉjr website, or catch up with programmes on RTÉ Player.
“The launch of RTÉjr on multiple platforms re-affirms children and young people’s content as a core public-service priority for RTÉ. Now, parents and guardians in Ireland will have the dedicated children’s service that they should expect from a national broadcaster,” said Noel Curran, the Director-General of RTÉ.

RTÉ’s leap into the crowded youth market isn’t a new move for media companies. Recently in the United States and the UK, the Walt Disney Company launched Disney Junior – a channel aimed directly at the ever-expanding tot market. The channel is packed full of sparkly characters including Handy Manny, Henry Huggle Monster, and Sofia the First which has become a massive hit for Disney.

RTÉjr has its own version of programmes with The Clue Crew – where youngsters go on a discovery trail, Hubble – where a fluffy blue bunny called Oige goes on wild adventures, and Tell Me a Story – where stories from emerging Irish writers are read out by RTÉ personalities.

By Liam Cahill