Sinclair, MGM partner on nationwide multiplatform kids programming

KidsClick will air daily across broadcast television, online, pay TV, mobile and over-the-top.

Sinclair Broadcast Group and MGM’s ThisTV are launching KidsClick, a national multiplatform programming block geared for children, on July 1.

KidsClick will air daily across broadcast television, online, pay TV, mobile and over-the-top (OTT). KidsClick will air Monday through Friday from 6 a.m. to 9 a.m., and from 7 a.m. to 10 a.m. on Saturdays and Sundays. The programming will consist of long- and short-form video content appropriate for kids, with an “industry exclusive hyper-local” advertising/promotional component through Sinclair’s 170+ station websites as well as ThisTV’s website, according to a news release.

“The broadcast industry was the original destination for children’s programming, and we are very excited to once again play a meaningful role in offering such important, high-quality content,” said Steve Marks, executive vice president and chief operating officer for Sinclair’s television group, in a statement. “Our decision to re-enter the kids’ space with KidsClick is a natural step for Sinclair as we expand our reach to the next generation of broadcast viewers. More importantly, our KidsClick’s platform offers parents an option for high-quality, well-known, carefully vetted content and brands.”

“ThisTV is thrilled to be a broadcast partner for Sinclair’s new children’s block, KidsClick,” said John Bryan, president of domestic television distribution for MGM, in statement. “As ThisTV continues to evolve, KidsClick gives our audience more choices with established brands and introduces them to some exciting new children’s programming.”

RELATED: Sinclair begins launch of millennial-targeted network TBD

Sinclair’s foray back into kids’ programming comes shortly after the broadcast group officially launched its millennial-focused digital network TBD.

Sinclair described TBD as a home for “culinary capers, jaw-dropping action, hilarious pranks and comedy, music, fitness, gaming or just random awesomeness.”

“Our recent focus has been on expanding our business with new digital multicast networks that leverage our broadcast spectrum and household reach,” said Chris Ripley, president and CEO of Sinclair, in a statement. “Much of the multicast market today focuses on classic TV and movie content, with little aimed at audiences for whom fresh and relevant pop culture content is important. With the launch of TBD, we aim to pair the very best premium digital-first content with the unmatched branding power of traditional television.”