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Netflix Launches Kids App for iPad

1 Oct, 2012 By: Erik Gruenwedel

Netflix Oct. 1 said it is making available for the first time its “Just for Kids” streaming section for the Apple iPad.

Los Gatos, Calif.-based Netflix bowed the “Just for Kids” option in 2011 as a way for younger viewers (ages 12 and under) to select content on their own without inadvertently accessing inappropriate movies and TV shows. Content available on “Just for Kids” is without commercials and independently reviewed by Common Sense Media, a nonprofit that provides ratings, reviews, and information to help parents make media choices for their children.

Kids can find their favorite shows and movies by swiping through a row of their favorite characters, many of which they will instantly recognize. In addition, “Just for Kids” displays rows of TV shows and movies organized by easy-to-understand genres such as sing-alongs, superheroes, princesses, dinosaurs and girl power, featuring clear and simple descriptions of the plot of each title.

Technology allows each child to personalize “Just for Kids” based on their taste and favorite programming. Since its launch, “Just for Kids” has been linked with viewership downturns at Nickelodeon programming — a reality both Netflix and Nickelodeon owner Viacom deny.

“Kids love watching shows and movies on tablets and they intuitively know how to use Netflix Just for Kids on iPad,” said David Watson, director of product innovation at Netflix.

In addition to iPad, “Just for Kids” is available on PCs and Macs, Nintendo Wii, PlayStation 3, Apple TV and certain Smart TVs, Blu-ray players and streaming media players. Other devices, including Android-powered tablets, are scheduled to follow this year.

Netflix in August bowed “Just for Kids” on Microsoft’s Xbox 360.

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