Written evidence submitted by S4C

 

Children’s TV and Video Content in the UK

 

 

Introduction

S4C’s goal is to provide distinctive, high-quality content that reflects and supports the lives, language and experiences of people in Wales – including the youngest members of our audience. As the only Welsh-language public service broadcaster, we play a vital role in delivering children’s content that is entertaining, educational, inclusive and culturally enriching.

As a unique part of the UK’s public service media ecology, S4C is one of the main providers of children’s TV in the UK. We make a significant contribution to the availability, diversity and plurality of children’s media by ensuring that Welsh-speaking children – and those learning the language – see themselves and their language represented on screen.

Through our Cyw and Stwnsh brands for children, we provide around 40 hours of original linear children’s content each week, alongside a growing presence on digital platforms. These programmes not only support Welsh language acquisition and fluency among children but also encourage language use in the home, strengthening intergenerational transmission and helping to normalise Welsh as a living, everyday language.

In this submission, we outline the importance of supporting original UK-made children’s content – particularly in minority languages – and the critical role that public service media must continue to play in serving young audiences across the UK in a digital age.

 

 

Children’s TV and Video Content in the UK

1.                                                                                                                                                                                                          Who is commissioning and making original, high-quality, TV and video content for children and young audiences in the UK?             

S4C is the second-largest provider of freely available children’s TV content in the UK – after the BBC – with around 40 hours of linear Welsh-language children’s programming per week across a wide range of genres and formats, as well as content digital platforms. We maintain a year-round commitment to commissioning content for all age groups, from the early years through our Cyw service to Stwnsh (ages 7-12) and, increasingly, teenagers through digital-first content and original scripted dramas for the 13-15 age group.

Highlights from the past year include:

 


 

In the 2024/25 financial year alone, S4C commissioned over 300 hours of original children’s programming, across linear and digital platforms, demonstrating our continued investment in young audiences. The vast majority of these hours were delivered by around 10 different independent production companies based across Wales, helping to sustain a regionally rooted creative economy and ensure that content reflects our diverse communities. In addition, S4C acquired 62 hours of animated content for Welsh- language dubbing, ensuring children can enjoy global stories in their own language.

S4C’s commitment to children’s TV content not only ensures creative and cultural authenticity but also supports the long-term development of the Welsh-language content sector and the wider UK children’s production industry.

 

 

a. How can they be best supported to make more?

S4C believes that sustained and targeted investment in public service media is essential to enable commissioners and producers to create more original, high-quality children’s content – particularly in minority languages such as Welsh.

Key areas of support include:

Public Service Media Funding:

S4C relies on sufficient and stable funding via the TV licence fee to commission high- quality Welsh-language children’s content. Long-term funding certainty beyond the end of the current settlement period in 2027 is essential to meet the distinct challenges of minority language production and to continue providing diverse, culturally relevant content for audiences that are often underserved.

Enhanced Financial Incentives:

The UK’s tax credit system plays a vital role in supporting the production of culturally relevant content. S4C’s children’s content benefits significantly from the AVEC system, with the value of the credit reinvested directly into production – resulting in more Welsh- language content on children’s screens. The 2024 uplift from 34% to 39% makes it one of the most generous incentives across all genres. However, overall public support for children’s TV via the tax credit system remains modest in comparison to that received by HETV and Film. As such, there is a case to further promote public service objectives through the children’s AVEC – for instance, by encouraging production out of London, the preservation of IP within the UK, and co-production with PSBs. This could contribute to the long-term sustainability of original UK-made children’s content, especially in minority languages.


 

Access to Competitive Funds:

Competitive funding schemes like the former BFI Young Audiences Content Fund (YACF) can play a vital role in stimulating high-quality children’s TV and video content across the UK. Between 2019-2022, the YACF enabled S4C to commission more ambitious content – particularly higher-cost genres such as animation (e.g. Sali Mali) and scripted content for teenagers (e.g. Y Goleudy) – genres we had been unable to prioritise due to financial constraints. Over the life of the scheme, S4C's investment in children’s content was effectively tripled through YACF support. The Fund could contribute up to 50% of a production budget, providing a significant boost to both S4C and our independent production partners. Importantly, at least 5% of the Fund’s awards were ringfenced for content in the UK’s indigenous languages, ensuring meaningful support for Welsh- language content.

The closure of the YACF left a major gap in support, particularly for creative risk-taking, innovation, and regional production. In response, the Welsh Government via Creative Wales stepped in with the launch of the Young Content Fund in 20231. This pilot fund aims to support the Welsh sector in continuing to develop projects for younger audiences, and has supported many S4C productions since 2023.

While this Welsh Government funding is welcome, it cannot replace the scale or UK-wide remit of the original YACF. A successor fund, with long-term stability and dedicated support for minority language content, would help address this and ensure continued diversity in the UK’s children’s media landscape.

Encouraging Co-Productions and Partnerships:

Cross-border and international co-productions can help unlock new funding sources, widen audience reach, and increase ambition and scale of children’s content – particularly in genres like animation that are more costly. S4C has previously benefited from co-productions with broadcasters such as Channel 5/Milkshake (Byd Tadcu/The World According to Grandpa), TG4 in Ireland (e.g. Taclo’r Tywydd) and joint Celtic productions, such as the animated film Sol with TG4 and BBC Alba, and Li-Ban with TG4. These enable cultural exchange and shared learning across the nations, as well as supporting the Welsh and Irish languages through collaboration. Greater support for producers to pursue co-production opportunities – through guidance, matchmaking initiatives and development funding sources – could help to deliver more original, high- quality content for children across the UK.

Digital Platform Collaboration:

Children increasingly discover and consume content on digital platforms like YouTube, TikTok and streaming services. Supporting PSBs to create and promote content on these platforms is vital to ensure trusted, age-appropriate and culturally relevant content remains visible to younger audiences. S4C has expanded its digital presence, and publishes short-form and digital-first content – but we aim to do more. Additional support is needed to:

 

 


1 https://www.creative.wales/wales-animation


 

 

2.                                                                                                                                        How does the range of content and genres for children vary between that provided by public service media, subscription channels, and both short- and long-form video sharing platforms?             

Public service media like S4C continue to offer a broad range of genres tailored to different age groups of children and young people, with a strong emphasis on quality, cultural relevance, education, inclusion and representation. For S4C, this includes Welsh- language factual series, live-action drama, studio formats, animation, news and educational storytelling.

S4C, for example, delivers:

This level of genre and format diversity is rarely matched by commercial or digital platforms, especially for minority language audiences.

While subscription platforms such as Netflix and Disney+ provide high-budget global entertainment for children, their content is largely English-language, commercially driven, and rarely tailored to UK cultures, languages, or educational curricula. Provision for minority language speakers is minimal or entirely absent.

Video-sharing platforms such as YouTube and TikTok offer an enormous volume of content, but they are currently not held to the same editorial and regulatory standards as broadcasters. Younger children are particularly at risk of encountering inappropriate, misleading, or highly-commercialised content. Moreover, public service content and Welsh-language content are neither prioritised nor easily discoverable on these platforms, making it harder for children and parents to identify trusted, age-appropriate content.

Children and young people are increasingly consuming content on on-demand and video- sharing platforms, rather than through traditional broadcast channels. S4C recognises this shift and is expanding its children’s content onto platforms like YouTube, while continuing to offer high-quality children’s content via S4C Clic and BBC iPlayer.

However, the distinct public service role remains crucial – particularly in delivering minority language content, supporting language transmission, serving underserved age groups and producing content genres that are not commercially viable. These vital contributions are not being replicated by commercial or global digital platforms.


 

a.                                                     Which audiences, by age or other characteristic, are currently being underserved?             

There is concern that older children and teenagers (particularly ages 9–15) are increasingly underserved by the current UK children’s content landscape. This gap is particularly true in minority languages, where public service broadcasters are often the only providers of age-appropriate, culturally relevant content.

In the Welsh language, provision for this age group remains limited – despite this being a critical stage for identity formation, language use, and social development. S4C has taken steps to address this over the past few years through new drama commissions such as I-topia, Hafiach, Y Coridor – but the wider market offers very little tailored content for this cohort.

In addition, children with disabilities, children from rural or economically disadvantaged communities, and those from minority language backgrounds remain at risk of underrepresentation, both on screen and in storytelling. S4C works to reflect these audiences through inclusive programming (e.g. Help Llaw) and a commitment to regional commissioning across Wales, but consistent support is needed to ensure these audiences are not overlooked.

 

 

b.                 How can we increase the amount of news and factual programming made for children on TV and online?

S4C is strongly committed to developing original, relevant factual content for young audiences. In 2023, we launched Newyddion Ni, our refreshed Welsh-language news programme for children and young people, designed to present national and international news stories in an accessible, engaging way. The series features:

Cyw and Stwnsh services, helping children of all ages engage with the world around them. This includes programming that supports early media literacy, such as Ne-wff-ion – a news-style format designed specifically for younger children, helping them understand how information is shared, discussed, and interpreted from an early age.

To increase the volume and visibility of children’s news and factual content, the following measures are needed:


 

S4C’s portfolio of factual and news-based programming for children shows the unique value public service media can offer – not only in informing young audiences, but also in building media literacy, critical thinking, and cultural awareness from an early age.

 

 

 

Finding children’s TV and video content online

 

3.                                                                           How can it be made easier to find original, high-quality, TV and video content for children online?             

Children’s media habits are increasingly digital-first. As S4C develops its digital-first strategy, the discoverability of high-quality, Welsh-language public service content is a major concern – especially in algorithm-led environments like YouTube and TikTok, where content is surfaced based on commercial and engagement metrics, not public value.

To make it easier to find original, high-quality TV and video content for children online, the following could be done:


 

For Welsh-language content specifically, improved visibility is vital: while S4C's content is available on platforms like BBC iPlayer, YouTube, and S4C Clic, discoverability often depends on parents and educators knowing what to search for. A more joined-up UK- wide approach to promoting PSB children's content could help address this.

 

 

a. How can the attribution of public service children’s content on video sharing

platforms be improved?

On video-sharing platforms, attribution of public service content is often unclear or inconsistent. To address this:

 

 

 

4.                 How effective are the tools available for parents to control what children are watching on public service media, subscription channels, and video sharing platforms?

The effectiveness of parental control tools varies significantly across platforms. Public service media generally provide more consistent safeguards than commercial or global digital platforms.

On S4C's own platforms – including S4C Clic, iPlayer (via our partnership with the BBC), and our YouTube channels for Cyw and Stwnsh – content is carefully curated and clearly branded, helping parents to confidently manage what their children watch.

The dedicated Cyw player, CywTiwb, which is a web and app based platform, operates within a secure, age-appropriate ‘walled-garden’.

However, on third-party platforms like YouTube, S4C can only control its own uploaded content and cannot currently manage algorithmic recommendations that may expose children to unsuitable material. Welsh-language filters and metadata support remain limited, reducing discoverability.

Public service broadcasters are held to higher editorial and safeguarding standards, but without platform-level protections (e.g. PSB tagging, prominence, or curated kids-only modes), parents can struggle to distinguish between trusted content and unregulated uploads on global platforms.


 

Health and child development

 

5.                 What evidence is there that the TV and video content that children watch, and how they watch it, can contribute:

 

a.                 Positively to their health, learning and development?

Key contributions from S4C content include:

         Language acquisition and literacy:

Research has shown that hat increased exposure to S4C’s children’s content contributes to enhanced vocabulary acquisition and greater awareness of grammatical structure among young children2. Programmes like Cywion Bach, made for both babies and parents/carers, as well as Annibendod which has been developed for Key Stage 1 fluent Welsh speakers and Key Stage 2 Welsh learners, and the use of Welsh subtitles aid early literacy and language development in immersive and accessible ways. As the only Welsh-language broadcaster, supporting the learning and use of the Welsh language is an important part of the children’s content strategy at S4C. With around half of Welsh speakers today living in households where not everyone speaks Welsh, it is vital that S4C makes our content as accessible as possible on all platforms so that children are able to hear and enjoy the Welsh language.

         Educational value:

S4C works closely with schools and educators to ensure content aligns with the Curriculum for Wales, and makes content available via Hwb, the Welsh

Government’s education platform. This includes factual programmes, science- themed shows, music, and arts-based learning.

         Inclusion and wellbeing:

Programmes like Help Llaw for pre-school, and Bex for older children promote empathy, understanding, and representation of diverse needs. Many of S4C’s shows promote healthy social interaction, problem-solving, and resilience through character-led storytelling and drama.

         Cultural identity and confidence:

Research shows that seeing Welsh-language children’s content on screen reinforces cultural identity and pride3, which can contribute positively to mental wellbeing and social belonging – especially for children growing up in bilingual or minority-language environments.

 

b.                 Negatively to their health, learning and development?

S4C mitigates these risks by:


2 Williams, N., & Thomas, E. M. (2017). Exploring minority language input sources as means of

supporting the early development of L₂ vocabulary and grammar. Applied Psycholinguistics, 38(4), 855–880.

3 Davies, H. M. (2017). The role of Welsh language media in the construction and perceptions of identity during middle childhood (Doctoral thesis, Aberystwyth University).


 

However, wider platform regulation, media literacy education, and parental support tools are all needed to ensure children benefit from positive content while avoiding harm.

 

Wider benefits of children’s TV

6.                 How does children’s TV made in the UK contribute to:

a.                                                                                                                             The UK’s culture and identity?             

Public service children’s programming enables the UK’s nations and regions to tell their own stories, which commercial platforms rarely prioritise. This is essential in maintaining a rich, plural cultural identity.

 

 

b.                 Our cultural and economic exports?

Children’s TV is one of the UK’s strongest creative exports — and Welsh-language content is increasingly part of that success:


 

Ho-Ho is already doing well across the globe. S4C has recently announced the aim of reviving and growing the animation sector and creative economy in Wales.

S4C’s children’s content contributes to a thriving screen industry in Wales and represents a distinct and valuable strand of the UK’s cultural output abroad.