Netflix launches new 'Just for Kids' channel


7 Apr 2011
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TORONTO —Netflix Inc. is hoping to win over new fans among parents by making it easier for young movie watchers to find Dora The Explorer and Spongebob Squarepants.
On Tuesday, Netflix will roll out a new channel to subscribers of its online movie streaming service, a special free section devoted to movies and television shows aimed at children.

"We're trying to constantly add value for our users," Netflix vice president of product innovation Todd Yellin said in an interview.
"This is such a great opportunity because a lot of the streaming that goes through our service is kids content. So we were trying to think of great ideas to make it even easier for kids to get what they want."
Unlike the usual Netflix dashboard — which allows users to cycle through movies and television shows by viewing images of movie posters — the Just For Kids section will allow children to search for movies by clicking on their favourite characters, such as Pingu, Dora The Explorer and Arthur.
The new tab is due to go live in both the United States and Canada on Tuesday. In the future, Netflix plans to continue to launch new features and services on both sides of the border at the same time.
Netflix plans to launch the Just for Kids tab on its own website first before bringing it to the company's streaming offerings on other platforms, such as web-connected Blu-ray players, tablets and video game consoles.
Yellin said the company is currently working on a version of the section for the Nintendo Wii console, and expects to launch the new feature on other devices, including Sony Corp.'s PlayStation 3, Microsoft Corp.'s Xbox 360 and Apple Inc.'s iPad in the coming months.

Netflix, which launched in Canada last fall and now boasts more than a million subscribers outside the U.S., has signed a number of deals with content publishers in an effort to beef up its offerings for kids, including a deal with Toronto's Cookie Jar Entertainment.


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