Sky is planning to launch a video-on-demand app geared specifically towards children, reducing the risk of the kids accidentally (or otherwise) watching something they shouldn't. The app is expected to launch early next year and will include a variety of parental controls.
Currently, Sky's kids programming is delivered through the same Sky Go app as the rest of its shows. That means kids watching Peppa Pig on a parent's tablet or smartphone are just a few clicks away from shows such as Game of Thrones and True Detective, which both contain scenes that even the most liberal of parents would agree are unsuitable for minors. That adds an unwanted element of risk to handing the tablet over to young children.
The new app will be aimed at children aged 4-9, and will collate all the on-demand programming from channels such as Nickleodeon, The Cartoon Network and Disney. Even though it will only show child-friendly programmes, parents can still filter what's available to their children. The app will include bedtime settings, preventing kids from sneaking a tablet upstairs to watch Ben ans Holly under the duvet. Sky says the app will also let parents "understand what their child has been watching" - which presumably means some kind of viewing history will be available to parents.
"We want kids to have access to all their favourite shows when and on whatever device they want, in a way that parents know is creative, engaging but ultimately, safe," says Stephen van Rooyen, chief marketing and digital officer at Sky. "Sky has always focused on providing great entertainment for the whole family which is why we are continuing to invest in what we offer the youngest members of the household."
Sky's approach differs somewhat from rival Netflix. The streaming media service gives kids their own account within the same app, which hides away all the adult content, such as the potential counselling sessions awaiting kids who watch a few minutes of Breaking Bad. However, the Netflix app also relies on the child's honesty - there's no PIN or other security measure to prevent kids from accessing mum and dad's profile. With Sky's separate apps, device-level parental controls could be used to bar access to the adult app.
