With two children’s blocks on its linear channel, Pikku Kakkonen (Little Two), for children aged 2 to 6, and Galaxy, the block for children aged 7 to 12, Yle is very clear about the content search segmentation for its audience. Vicky Schroderus, Senior Executive in Charge of International Co-Productions and Acquisitions at children’s unit, highlighted the European broadcaster’s strategy, which pursues a balance between local storytelling with international collaborations.
Vicky Schroderus, Senior Executive in Charge of International Co-Productions and Acquisitions at children’s unit
The executive was one of the guests at the recent edition of The Children’s Media Conference, where she emphasized Finland’s multicultural fabric, where children’s programming caters to several language groups. ‘We speak Finnish, Finnish-Swedish, and in Lapland, we also have three different languages in Sámi. This linguistic diversity creates unique challenges but also opportunities for content creators in the Finnish market’.
Schroderus mentioned that precisely this element requires thoughtful programming decisions to ensure cultural representation. ‘We have our own compartments for each of the kids’, she said, noting that the different linguistic backgrounds influence the programming offered by Yle.
Sori siitä, series
One of Yle‘s notable successes has been in producing content for children over the age of seven, a demographic increasingly gravitating towards platforms like YouTube and gaming. ‘We knew YouTube was taking over, especially as kids get their first cell phones’, she stated. Recognizing the need to capture this audience, that’s why Yle invested in live-action series designed to appeal to their evolving tastes.
Sori siitä is a series that tackled the theme of poverty, delivering a message that resonated with both children and their parents. ‘It’s ten episodes of ten minutes each and speaks directly to the kids on their level’. The show’s success was swift, with over one million views within two weeks in a country of just 5.6 million people on its streaming platform YLE Areena. ‘It was quite substantial’, added, indicating that the show’s second season is already in production.
The exec also commented that Yle’s approach is not limited to locally produced content. The broadcaster is looking for international partnerships, especially in the realms of live-action and animation for preschoolers and kids aged seven to twelve. ‘We do acquisitions, pre-buys, and now we are entering the co-production space’.
With broadcaster’s success in blending local and international content, the company has set itself apart by ‘maintaining cultural specificity while addressing global trends’. As Schroderus remarked, the combination of ‘locally produced series and international collaborations has allowed Yle to stay relevant in a rapidly changing media landscape’, mentioned. For producers looking to enter this market, understanding the cultural and linguistic nuances of Finland will be key.
