Netflix Bows ‘Just for Kids’ Platform16 Aug, 2011 By: Erik Gruenwedel
New interface allows kids and parents to scroll and safely view through hundreds of appropriate titles
Netflix Aug. 16 said it launched a new interface on its website designed to encourage school-age children and their parents to select appropriate content for streaming.
Called “Just for Kids,” the interface features hundreds of TV programs and movies intended for children up to the age of 12. Genres include girl power, talking animals, superheroes, dinosaurs, princesses and robots.
In addition the website, which can be accessed on both a Mac and PC in the United States and Canada, also features a character area including “SpongeBob SquarePants,” “Dora the Explorer,” “Jimmy Neutron,” “iCarly” and “Thomas the Tank Engine," among others.
Almost half of the 25 million Netflix members in the U.S. and Canada have instantly watched at least two movies or shows made for kids in the last 90 days.
Netflix, which is experimenting with family plans, multiple-user accounts and multiple-device functionality in a home, upped integration of a kid-friendly interface after it recently posted a job opening for a “senior user experience designer for kids and family.”
Todd Yellin, VP of product innovation at Los Gatos, Calif.-based Netflix, said the new site works with Common Sense Media to ensure the content and information is child appropriate. San Francisco-based Common Sense is a nonpartisan organization, and its mission statement indicates advocation in diversity of programming and media ownership. It offers tips and reviews on more than 14,000 movies, video games, websites and apps, according to its site (www.commonsensemedia.org).
“Kids can click on any one of more than one hundred of their favorite characters to find what they want to watch, when they want to watch,” Yellin wrote on the Netflix blog.
The “Just for Kids” interface soon will be available for the Nintendo Wii, Apple iPad and related devices, Yellin said.