BBC: 'Mobiles can educate kids, but they shouldn't be used all day'

August 15th, 2013, 23:34 Posted By: wraggster

The BBC talks to Mobile Entertainment about its rich and engaging CBeebies app and how it can be a great learning tool for children, while explaining why the usage should be controlled.
The BBC has made mobile an increasingly prominent part of its business this year, using the technology for Wimbledon, Glastonbury, BBC Weather, BBC iPlayer, BBC Sport and BBC World Service.
Usage has spanned responsive design, the mobile web, streaming and apps, with the latter achieving downloads in the millions. On a personal note, I'm a big fan of the Weather app, which helpfully updates based on the user's location.
The broadcaster has now reached what it tells Mobile Entertainment is a "really big moment" by launching its first app for its CBeebies brand, which is for young children aged between one to six.
Should children that age be using phones? They already are – and the Beeb simply wants to make sure that they're along for the ride, providing secure, educational and friendly content throughout the journey.
I went along to a demo of the CBeebies Playtime app earlier in the week, and while not a parent, I'd be more than happy for my nephews to use it.
The app was built from a single code base and has launched simultaneously in the UK on Android and iOS, with availability from Google Play, the Apple App Store and the Amazon Appstore for Kindle Fire.
While some children are undoubtedly playing games that don't stimulate their grey matter and making unauthorised in-app payments on their parents' devices, the Beeb has produced a useful app that connects adults with their offspring and children with their favourite TV shows.
Alison Stuart, head of CBeebies production, animation and acquisitions, said: "We tried to choose a selection of TV shows that children across all age ranges can appreciate, using titles that support reading and marine biology.
We also cater movement with action-adventure title Tree Fu Tom, which is designed to help children with dyspraxia through movement magic. The beauty of the game is that the learning is embedded, but it's not in your face. Kids just think it's a grown-up animation."
It turns out the marine biology aspect can be found in The Octonauts, which technical project manager Jon Wellard – who is tasked with product delivery by working with editorial, UX designers and developers – explains harnesses the power of mobile.
"With each of these games, we've tried to utilise the native features, such as the microphone, the accelerometer, vibration, touches and swiping. It offers a really nice way for the children to interact with the devices."
He wasn't joking about the microphone, swiftly demonstrating what happens when children are required to shout in order to attract the characters on screen.
Something Special, meanwhile, is built for children with learning difficulties. Parents – who are key to the platform – have the power to adapt the difficulty based on the requirements of the individual.
And talking of adults, a special section built into the app where they can access information about the content on offer, access external links and cue special rewards for youngsters.
Wellard said: "We know we have dual audience: parents and children, and the parental feature is designed to fade into the background for youngsters, though it's obvious to the adults and can be accessed by holding the screen down.
"Any external links that take the users away from the app can only be accessed after entering a security code, which means clamping down on the potential for kids to access inappropriate web content or making rogue purchase elsewhere."
I asked about the introduction of in-app items and plans to turn the game freemium.
Patrick Healy, head of product, BBC Children’s, said: "That's not an approach we're looking to take. We don't want to take business away from competitors, and secondly, we don't want children sitting in front of mobiles all day.
"We've seen different use cases for the app, such as in a car, in a restaurant, or when children get together. The idea is to educate and entertain, but we don't want them using the tech for hours on end.
"Mobile is necessary for us because we want to be as cross-platform for our audience as possible, reaching across TV, desktops and connected devices."
Stuart, added: "All of the games are designed to be simple yet effective. Ultimately, TV is still our biggest product, but mobile can keep children engaging with the brand.
"We've actually included information in the adult section of the app, which redirects parents to information about real-world activities nearby, so we're trying to encourage exploring the outdoors too."

http://www.mobile-ent.biz/news/read/...all-day/022147

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