05.57 Europe/London, September 27, 2011 By Chris Dziadul

Kids TV is becoming increasingly popular with advertisers in Poland.

According to Gazeta Prawna, spend in the sector is likely to amount to PLN70 million (€15,9 million) this year, or around 10% of the total for thematic channels.

The public broadcaster TVP plans to launch a new kids channel shortly, while Polsat already operates one named JimJam and TVN has a kids segment in the female-skewed channel TV Style.

There are currently 4 million children aged 4-14 in Poland – equivalent to 11% of the population– and they are served by a total of nine kids channels.

It is predicted that by next year the group aged 4-12 will spend more time watching these channels than the main terrestrial TV stations.