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Looks at how the pan‐media preschool CBeebies brand was conceived, created, launched and evaluated by the BBC in 2002; it comprises a dedicated preschool television channel, programming blocks on BBC ONE and BBC TWO, a website, and interactive TV output. Explains the background to the launch of the channel: the Department of Culture, Media and Sport approved it, and most of the programmes are UK‐based. Describes how the brand was brought to life and has, within 18 months, become the favourite TV channel in the UK among children who can receive it; one reason for its success is that it works equally well for toddlers and parents.