BAFTA chair Sara Putt has underscored the cultural significance of children's stories and the necessity to showcase the best work in film, games, and television.

The new award categories were developed with input from industry peers and the Young BAFTA Advisory Group, which focuses on promoting children's media.

This initiative follows BAFTA's recent announcement of a new children's film award, likely inspired by the success of the Paddington franchise.

BAFTA is responding to advocacy from industry figures by introducing three new high-profile awards dedicated to children's programming.

These new categories will include the Children's Scripted Award, the Children's Non-Scripted Award, and the Children's Craft Team Award, aimed at recognizing creative talent in children's media.

The awards specifically honor programming aimed at audiences aged 16 and under, highlighting the creativity and educational value of children's television.

Lady Floella Benjamin has emphasized the need for quality children's programming and political intervention to shield young viewers from inappropriate online content.

Industry professionals acknowledge that these awards will help audiences discover quality children's shows, especially in a landscape dominated by unrestricted online content.

Veteran creators like Anne Wood stress the importance of fostering curiosity and creativity in children, reflecting on the decline of a once-thriving children's television sector.

Children's television in the UK has seen a significant decline, moving from a vibrant landscape filled with imaginative shows to a more marginalized presence.

While the BBC continues to support children's programming through channels like CBeebies and CBBC, ITV has discontinued its dedicated children's channel.

Andrew Miller, chair of the Young BAFTA Advisory Group, highlights the importance of diverse storytelling in children's media as a talent pipeline for future creatives.