 | |
| Country | United States |
|---|---|
| Broadcast area | Nationwide |
| Headquarters | 30 Rockefeller Plaza,New York City,New York, U.S. |
| Programming | |
| Language(s) | English Spanish (viaSAP audio track) |
| Picture format | 1080iHDTV (downscaled toletterboxed480i for theSDTV feed) |
| Ownership | |
| Owner | PBS (2005–2013) Sesame Workshop (2005–2013) HIT Entertainment (2005–2012) Apax Partners (2005–2013) NBCUniversal (Comcast) |
| Parent | NBCUniversal Media Group |
| Sister channels | |
| History | |
| Launched | September 26, 2005; 19 years ago (2005-09-26) |
| Replaced | PBS Kids Channel (original incarnation from 1999–2005) |
| Closed | March 5, 2025; 38 days ago (2025-03-05)[1] |
| Former names |
|
| Links | |
| Website | universalkids.com (archived April 2019) |
Universal Kids was an American children's televisionchannel owned by theNBCUniversal Media Group division ofNBCUniversal, a subsidiary ofComcast.
The channel launched on September 26, 2005, asPBS Kids Sprout, apreschool-oriented offshoot ofPBS Kids established as a joint venture betweenPBS, Comcast,Sesame Workshop, andHIT Entertainment. It replaced PBS's original 24-hourPBS Kids Channel, which operated between 1999 and 2005 before being revived in 2017. After Comcast's acquisition ofNBCUniversal in 2011, the company began to buy out the remaining owners' shares in the network. NBCUniversal became the sole owner in 2013, after which the network was renamedSprout. Under NBCUniversal ownership, the network increased its investments into original programming.
In 2017, the network relaunched as Universal Kids, adding an evening andprime time lineup targeting a wider youth audience—includingDreamWorks Animation content, non-scripted programming (includinggame shows and youthspin-offs of NBCUniversal reality series such asAmerican Ninja Warrior andTop Chef), and acquired teen dramas. The Sprout brand was retained for the network's daytime lineup of preschool programming until January 2018.
Amid industry-wide declines in the viewership of child-oriented cable channels, Universal Kids stopped developing new original programming in 2019, with the network now relying on acquisitions and DreamWorks Animation content (drawn primarily from series originally commissioned forNetflix). Its remaining first-run programming moved to NBCUniversal's streaming service,Peacock. The network eventually closed at midnight ET on March 5, 2025.
Following the failure of PBS's original 24-hourPBS Kids Channel launched in 1999, on October 20, 2004,PBS announced that it had entered into a partnership with cable providerComcast and production companiesHIT Entertainment andSesame Workshop to launch a 24-hour cable network aimed at preschool children.[2] Created to “strengthen the competitive positions” of all of the parties, PBS Vice-President of digital ventures Deron Triff noted that the content would be "consistent with PBS's values" and "meet certain curricular objectives and have been tested for educational efficacy."[3] On April 4, 2005, Comcast announced that the network would be a new offshoot brand ofPBS Kids known asPBS Kids Sprout. The service would soft launch as a brandedvideo on-demand (VOD) service that same day.[4] PBS Kids Sprout launched its 24-hour cable channel on September 26, 2005, effectively replacing the original 24-hour PBS Kids Channel. At launch, PBS Kids Sprout reached around 16 million viewers across theComcast andInsight cable systems.[4]
The multi-platform approach was designed to appeal to different viewing habits; the Sprout channel featureddaypartedprogramming blocks, with hostedsegments such as activities, features, and promotions for supplemental content on Sprout's website.[4] To increase the variety of its schedule, Sprout did not repackage short-form series into half-hour episodes with interstitial segments, as had usually been the case for series imported for U.S. broadcast.[4] Unlike the primary PBS network and its associated PBS Kids andPBS Kids Go! programming blocks, all of which operated asnon-commercial services, PBS Kids Sprout operated as an advertiser-supported service running traditionaltelevision commercials. However, advertising on the channel was only carried between programs in small quantities and were aimed towards parents and caregivers. In any case, due to its ad-supported model, PBS Kids Sprout did not include any of the usual funding credits typically displayed at the beginning and end of programs on the primary PBS network.[4]
In spring 2009, it was announced thatThe Wiggles would be moving to PBS Kids Sprout from its previous broadcaster,Playhouse Disney, the morning preschool programming block onDisney Channel. This would coincide with the launch of a new programming block hosted by the group calledSprout's Wiggly Waffle. The reason for this move was due to competition from theImagination Movers, a children's music group from New Orleans who received theirown TV show in September 2008. The move took effect on August 24, 2009.[5]
The following month, the channel rebranded to simplySprout; however, the full name continued to be used in on-screen graphics to reflect PBS' ownership stake in the channel until November 12, 2013.[6][7] Ahigh-definition simulcast of the network launched in September 2010.[8]
Comcastacquired a 51% majority stake inNBC Universal fromGeneral Electric on January 28, 2011, and would assume full ownership of the company in 2013. As a result, Comcast's interest in Sprout was turned over to the company.[9]Apax Partners sold HIT Entertainment toMattel on October 24, 2011, the sale did not include HIT's stake in Sprout, which was retained by Apax.[10] In December 2012, Sesame Workshop sold its interest in Sprout to Comcast. On March 19, 2013, Comcast acquired the remaining 49% of NBCUniversal it did not already own,[11] and concurrently acquired Apax's stake in Sprout.[12] Comcast then acquired PBS's share in Sprout on November 12, 2013, giving it full ownership. As a result, the network's operations were brought under theNBCUniversal Cable Entertainment Group. The network's operations were later moved fromPhiladelphia to NBCUniversal's facilities inNew York City.[13][14][15][16][12]
While these acquisitions took place, starting on July 7, 2012, Sprout began to produceeducational programming blocks forNBC andTelemundo, branded as "NBC Kids" and "MiTelemundo" respectively.[17][18] Both blocks replacedQubo (a previous joint venture between NBCUniversal,Ion Media,Corus Entertainment,Scholastic, andClassic Media),[19] which had aired on NBC and Telemundo since September 2006, and continued to air via a third programming block onIon Television as well as a separate 24-hour network until the brand was fully cancelled in February 2021.[20] NBC Kids was cancelled on September 25, 2016 (one day before Sprout's eleventh anniversary) and was replaced by "The More You Know", a block produced byLitton Entertainment that would feature live-action documentary and lifestyle programs aimed at pre-teens and teenagers.[21] MiTelemundo continued to air with its existing programming until January 6, 2018, when the block became programmed by Litton with Spanish-language dubs of The More You Know's programming, retaining the "MiTelemundo" name.[22][23]
Under NBCUniversal ownership, Sprout began to increase its investments in original programming to better compete withDisney Junior and theNick Jr. Channel, with a goal to double its original series output to at least 30% of its schedule by the end of 2015, and displace older and non-exclusive library content in favor of original series and acquisitions exclusive to the channel.[24][25] Sprout programs such asThe Chica Show also earned increased visibility airing on NBC as part of the NBC Kids block.[26][25]
On September 26, 2015, Sprout underwent a brand refresh to mark the tenth anniversary of its launch, with new on-air imaging inspired by modern technology andmobile devices, a newtiny house-inspired studio at30 Rockefeller Plaza for its hosted morning blockThe Sunny Side Up Show, as well as the premiere ofNina's World—an original animated series spun off from its evening blockThe Good Night Show.[24] ActressAlyssa Milano began to make appearances in interstitial segments as Sprout's "Mom-bassador", with a particular focus on the channel'spublic service campaign "Kindness Counts".[24]
By now, nearly all shows inherited from PBS's library were dropped from Sprout's lineup. Over a year later, the 24-hourPBS Kids Channel, which Sprout had replaced back in 2005, was revived by PBS as adigital broadcast and online television network on January 16, 2017.
The network's head Sandy Wax stated that Sprout also planned to experiment with more half-hour programs, and commission programming with more "complex stories" that can appeal better to older preschool audiences.[24]
In August 2016, NBCUniversal acquiredDreamWorks Animation.[27][28] Deirdre Brennan, formerly of Canadian media companyCorus Entertainment, was named the new president of Sprout in January 2017, replacing the outgoing Sandy Wax.[29]
On May 1, 2017, NBCUniversal announced that it would be relaunching Sprout on September 9, 2017, as Universal Kids; the relaunched network aimed to be "an umbrella brand forNBCUniversal's family offerings".[30] Universal Kids would introduceprimetime programming targeting a wider youth andpre-teen audience, while still carrying preschool programming as a block under the Sprout branding from 3 a.m. to 6 p.m.ET daily.[31][32] Brennan explained that Sprout needed to "grow up with the rest of the family", and that Universal Kids would "offer something to 2 to 12 year olds that has a slightly different purpose—widening their eyes, opening their minds and celebrating many aspects of being a kid."[33]
The network would launch with a slate of original non-scripted series, includingBear Grylls: Survival School andTop Chef Junior. NBCUniversal intended to make "significant" investments in original content for Universal Kids over the next three years, including original scripted programming.[33] The launch lineup included a large number of international acquisitions, particularly from the U.K., Australia, and Canada (such asThe Next Step andNowhere Boys); Brennan acknowledged that since youth audiences had become "globally aware", the network wanted to showcase foreign series that had not yet aired in the United States.[33] Universal Kids would also feature programing produced by Canadian studioDHX Media forFamily Channel and its sister networks, as well as co-produce series with the company (such as the sitcomBajillionaires);[34][35][36] DHX had recently entered into a programming agreement with DreamWorks Animation for its networks.[37]
DreamWorks would be leveraged by Universal Kids to bolster its programming, with linear television premieres of DreamWorks'Netflix series such asAll Hail King Julien andDragons: Riders of Berk as part of its launch lineup.[38][32][33] Industry observers felt that the integration of DreamWorks IP with Universal Kids would help NBCUniversal establish a viable multi-platform competitor to other major children's networks.[39][31][30][38][40] The network planned to continue investing in preschool programming for the Sprout block; Brennan stated of Sprout that "the greatest thing is, there is nothing to fix there. Sprout is a beautiful brand. If anything, we want to invest more in original production. There is more we can explore there."[33]
Universal Kids saw significant declines in viewership in comparison to its previous incarnation as Sprout, withIndieWire reporting a 30% drop in 2017, followed by 73% in 2018.[41][42] Brennan was replaced by Frances Berwick as network president in February 2019.[43] In April of that year, Universal Kids unveiled a new logo and branding designed by the design agency Kill 2 Birds.[44] On June 19, it was reported that Universal Kids had ceased development of original programming and laid off its development staff or transferred them to other NBCUniversal properties. Thereafter, the channel would rely primarily on DreamWorks content, acquisitions, and its remaining slate of original programming.[45][46] Some Universal Kids original series, such asAmerican Ninja Warrior Junior,Super Wings andWhere's Waldo?, moved to NBCUniversal's new streaming servicePeacock.[47][48]
The network's branding change and viewership declines timed out to a general nadir for traditional cable/satellite channels tailored to children, as all networks across the industry have been de-emphasized for their associated streaming services. In its year-end viewership rankings for 2024,Variety put Universal Kids at 141st place among 154 cable and broadcast networks, based onNielsen data.[49]
On January 7, 2025, customer notices sent out by cable providers noted that Universal Kids would no longer be distributed to them as of March 5, 2025 and saying that the channel would close on the same date, with NBCUniversal confirming the shutdown date on January 13.[1][50] The network's closure came after Comcast announced its intent to spin off most of NBCUniversal's cable properties into a separately-traded company, an announcement which notably excluded Universal Kids.[1] The network's website was redirected in its last days to that of the under-developmentUniversal Kids Resort inFrisco, Texas in the US. The network quietly closed down at midnight ET on March 5 following an interstitial musical segment fromNorman Picklestripes, after which a screen with looping music stating "Universal Kids is no longer in service" was shown (later replaced by individual providers' own advisory cards). After the channels closure, some of its content continues to be available onPeacock.
At the time of its closure, Universal Kids' most prominent scheduling pattern wasmarathon 'best-of volume' blocks of one program featuring individual segments aired continuously for 1–3 hours rather than a traditional block of consecutive episodes. This scheduling model began in the summer of 2020 and emulated the model of the officialYouTube channels for prevailing children's series (which either feature a continuous live stream of the series or an uploaded video several hours in length containing multiple episodes). Traditional marathons of episodes were also scheduled.
Previously, original programs produced for the network included theTop Chef spin-offTop Chef Junior, the game showsBeat the Clock andThe Noise, the bedroom redecoration showGet Out of My Room, andAmerican Ninja Warrior Junior.[51][52] The channel also airs several series produced byDreamWorks Animation (some of which were originally produced for the streaming serviceNetflix) and has acquired and co-produced programs with international partners.[33] In 2021, the network acquired exclusive television rights to carry content from the popular YouTube channelCocomelon.
As PBS Kids Sprout, the channel featured reruns of many preschool shows from thePBS Kids library, likeSesame Street,Dragon Tales,Sagwa, the Chinese Siamese Cat,Teletubbies,Barney & Friends,Thomas & Friends,Angelina Ballerina,Make Way for Noddy andSuper Why!. Even withPBS selling its interest in Sprout toNBCUniversal and the removal of the "PBS Kids" branding in the channel's name in November 2013 (withSid the Science Kid being the last PBS show added to Sprout's lineup before the acquisition), many shows from its library continued to air on the network under extended license agreements. By September 26, 2015, however, most of PBS's library was dropped from Sprout's lineup. However, two PBS shows that have been on the channel since its launch,Caillou andThe Berenstain Bears, continued to air on the network, with the former airing until March 31, 2019, and the latter airing until Sprout's rebranding into Universal Kids. Almost three years after PBS sold its share in Sprout to NBCUniversal,Space Racers (which aired on select PBS stations) was moved to Sprout for its second and final season on October 31, 2016, and continued to air into the Universal Kids rebranding until March 22, 2020. Sometime after the channel rebranded into Universal Kids,Barney & Friends andBob the Builder both returned to the channel's lineup, with the former airing from December 17, 2018 to January 25, 2020, and the latter airing from April 22, 2019 to July 7 that same year. Both of those aforementioned shows, along with PBS's long-runningCurious George (produced byUniversal Animation Studios, but never aired on either Sprout or Universal Kids) are also made available on NBCUniversal's streaming servicePeacock.
After losing the rights to most of PBS's library, yet prior to the Universal Kids rebranding, Sprout continued to premiere new series such asKody Kapow, joining a slate that had includedDot,Nina's World, and DreamWorks-producedNoddy, Toyland Detective.[31][32] New acquisitions such asMasha and the Bear would premiere on the Sprout block alongside the relaunch.[33]
On August 14, 2017, Sprout replaced its long-running morning blockSunny Side Up withSprout House (renamedSnug's House in 2018), which is presented by Carly Ciarrocchi and the new character Snug, a talking dog portrayed by puppeteer Chris Palmieri, through 90-second segments throughout the block. The program was designed to be more flexible to produce than its predecessor, with a different "tiny house" set with additional areas and camera options. UnlikeSunny Side Up, the segments are pre-recorded instead of broadcast live; supervising producer Vinny Steves felt that the live format was too "limiting", and explained that the new format was also designed to enable the segments to be distributed on digital platforms such as social media. With the launch ofSprout House, the network began to downplay its longtime mascot, Chica, although she was still featured in certain segments (such asChica at School).[53]
As of October 2023, Universal Kids had an estimated reach of 47.232 million households in the United States.[54] As with most children's channels, Universal Kids operated both anEastern Time Zone andPacific Time Zone feed.DreamWorks Channel served as the network's worldwide equivalent andSky Kids for the United Kingdom through Comcast's Sky division.
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