The British Broadcasting Corporation's first Annual Plan was released Tuesday, July 4, outlining its "biggest investment in children's services in a generation".
A BBC source told the Telegraph the announcement is meant to inform staff to "set a clear challenge" in offering children a British alternative to US corporate giants including Disney, Facebook and YouTube. The broadcaster said that it would also aim to increase interactive content that enables young audiences to "create, connect and share".
The BBC has, however, faced new competition from streaming services Amazon and Netflix, both of which have invested heavily in kids' content, mostly out of the U.S.
The new investment will see the Children's budget reach £124.4m by 2019/20, up from £110m today.
Tony Hall, BBC Director-General, says: "We put children's front and centre throughout the charter renewal process and today's announcement reflects our commitment to our youngest audiences". Of that, a quarter or £31.4 million will be spent on online services, which will include the commissioning of more TV series and digital resources like video, photos, blogs, vlogs, podcasts, quizzes, guides, games and apps.
"We're making BBC Children fit for the future, maintaining our world class channels whilst enhancing our online offer to meet the needs of the next generation".
The culture of Britain's youth faces being "shaped and defined" by American giants such as Facebook, Amazon and Netflix, the BBC fears, as it announces major investment in children's television.
According to the BBC annual report, 70 percent of children aged 6-12 say YouTube is their favorite brand.