BBC's CBeebies to launch on Emirates

MUMBAI: BBC Worldwide, the commercial arm of the BBC, has secured a deal with Emirates to launch CBeebies as the airline?s first-ever branded channel targeting children aged six and under. Loved by children and their carers the world over, CBeebies offers programmes which encourage the BBC?s youngest audiences to learn through play in a consistently safe environment.

From 1 November 2012, Emirates will feature CBeebies showing a selection of shows like ?Charlie and Lola? and ?Nina and the Neurons?. The CBeebies channel on Emirates will also be home to several titles developed by the BBC and BBC Worldwide for the international CBeebies television network, including ?Andy?s Wild Adventures?, ?Baby Jake? and ?Mr Bloom?s Nursery?.

The dedicated CBeebies branded channel on Emirates compliments additional programming from the BBC, such as ?Sherlock? starring Benedict Cumberbatch and Martin Freeman, the documentary series ?Frozen Planet?, narrated by naturalist Sir David Attenborough, and classic comedy series ?Absolutely Fabulous? and ?Fawlty Towers?. Also available on Emirates is the BBC?s Live Text News and Sport service, which has kept passengers up to date for almost a decade.

BBC Worldwide Channels senior VP, GM Europe, Midddle East and Africa Ian McDonough said, "As a company, we are committed to serving our international audiences - both young and old - with the best British content across a range of media platforms. This CBeebies branded channel on Emirates will keep young fans entertained and bring yet more children on a journey of learning and discovery."

The deal was brokered by BBC Worldwide Channels Travel Distribution Director, Europe, Middle East and Africa Zina Neophytou,.

She said, "We?re delighted to partner with Emirates Airline to bring the BBC?s flagship preschool brand CBeebies to its in-flight entertainment system, ice. We have worked closely with Emirates to tailor the new channel to complement their existing entertainment offering. With such a vast range of quality content available from BBC Worldwide, we welcome opportunities to forge partnerships in the travel space to create bespoke channel environments which reflect our international portfolio - CBeebies, as well as BBC Knowledge, BBC HD, BBC Entertainment and BBC Lifestyle."

Emirates VP corporate communications product, publishing, digital and events Patrick Brannelly said, "Emirates believes that providing the best in in-flight entertainment is one of the key factors in a successful flight and we continuously invest in expanding our offering to our passengers.

"Building upon the large selection of children?s TV channels already onboard, adding the dedicated CBeebies channel is just another example of how Emirates meets the needs of our passengers - be they young in age or young at heart."