evision, the media and entertainment arm of e&, has adopted a 24-hour preschool channel called Bloom into its family of proprietary channels. With age-appropriate, culturally sensitive, high-quality and educational programming, Bloom opens avenues to brand-safe advertising.
Bloom’s mission to prioritise safety and mental well-being, while fostering early childhood development, is critical given that while toddlers may not have calendars packed with deadlines, their daily routines are serious business. Parents want what’s best for their children, and that includes the content they consume.
A YouGov study reveals that 78 per cent of parents in the UAE are concerned about their children’s exposure to inappropriate online content, with 92 per cent believing such exposure negatively impacts mental health.
Olivier Bramly, CEO, evision, said, “Our decision to launch a new preschool channel stems from a keen observation of the shifting media landscape. While traditional linear TV faces disruption, the demand for high-quality, age-appropriate content for preschoolers continues to grow globally. TAM UAE data mirrors this trend, highlighting a surge in kids’ content consumption among preschool audiences.”
Brand safe and child-appropriate content on Bloom
Bloom intends to be a brand safe and educational TV platform for children aged two to five years, made accessible to UAE audiences through e&.
Plans are already in place to expand the channel across the Middle East and North Africa (MENA) region, offering dual-language content, including English and modern Arabic.
The channel’s colour palette and content adapt to a child’s daily rhythm. Its programming strategy is structured to support preschoolers’ natural energy levels and developmental needs throughout the day.
Mornings feature high-energy shows with storytelling and educational narratives. They also schedule shows that include music and dance to support hand-eye coordination and motor skills of the child, with a vibrant, colourful palette.
In the evening, the content includes calming bedtime stories, soothing visuals, and a softer colour palette to help children wind down and get ready for bedtime.
Sunil K. Joy, Head of Content at evision, said, “Bloom represents a strategic extension of our commitment to delivering premium, purpose-driven content for young audiences. With research indicating rising concern among parents about their children being exposed to unsafe and inappropriate content, we aimed to build a platform that promotes positive behaviours such as empathy, sharing, and teamwork.”
Bloom is the sister channel to eJunior, which offers content for a broader age range, including preschoolers and older children up to their teenage years.
According to Joy, approximately 15–20 per cent of content on eJunior is aimed at preschoolers. Bloom, on the other hand, is specifically tailored to preschool-aged children, providing programming designed for their developmental needs.
Extending safety to advertisers
Bloom’s commitment to safety extends to advertising. According to the CCO of e& life, Zahra Zayat, many advertisers have carried their partnerships from eJunior to Bloom, recognising the opportunity to target preschoolers and their parents.
Advertisers are encouraged to collaborate with Bloom through brand integrations that align with its values. For example, bedtime story segments offer opportunities to position books, toys, and educational materials that encourage positive thinking and development.
When asked what the criteria for safe advertisements is, Zayat says, “We look into whether it actually promotes a healthy lifestyle. Is it age-appropriate in terms of educational content? Does it have sensitivities around developing bad habits in the future?”
She continues, “We try to focus more on healthy lifestyles, educational content, and brands that bring in real value to the kids. The content we are choosing is very safe, and the advertising has to support it.” Thus, educational institutions and brands promoting a healthy lifestyle would align well with Blooms ethos.
Distribution and future prospects
While Bloom is a linear TV channel, it acknowledges the importance of streaming in today’s media landscape. It will be accessible on platforms such as Starzone and Starzplay, in addition to regional telecom and broadcasting services.
Emphasising the channel’s broader regional impact, Zayat added, “International broadcasters and players have struggled in markets like Saudi Arabia and Egypt to position their brand due to sensitivity around culture, religion, and the positioning of their content.” Zayat continues, that Bloom differentiates itself in the market by ensuring all content is culturally sensitive, family-friendly, and universally accepted across the MENA region.
Joy concluded, “By offering a safe and carefully curated programming lineup, we are not just launching a channel; we are building a community. Through collaborations with educators and engaging families via interactive campaigns, we aim to foster meaningful connections that extend far beyond the screen and support the next generation’s growth in meaningful ways.”
