The BBC is to expand its flagship children's brand Blue Peter by launching it on its digital CBBC channel five days a week.
The BBC is to expand its flagship children's brand Blue Peter by launching it on its digital CBBC channel five days a week.

The magazine show - which celebrates its 46th birthday in October - currently airs three times a week on BBC1 but from early September these editions will also air on the CBBC channel at a different time and will be joined by two new episodes.

CBBC controller Dorothy Prior decided on the move in a bid to reconnect the show with the growing number of children who only watch digital kids channels. Around 70% of children now live in digital homes and the BBC fears it may lose contact with them if it does not cross-promote its terrestrial brands.

The show's relaunch, which will be overseen by new editor Richard Marson, will also include a new set and theme tune. It will also revert to a 10-month-a-year commission as opposed to its current year-round format and a Richard & Judy-style book club will be introduced.

The programme will still go out live although on days when there is an edition on BBC1 as well as CBBC, one channel will show a recording.

The four current presenters will continue to front the show in teams of three despite the extra workload. An extra 15 production staff are being recruited to cater for the two extra episodes.