The new 24-hour channel delivers educational content designed to inspire and support early childhood development.
Evision, the media and entertainment division of e&, has unveiled Bloom, a specialised preschool TV channel offering safe, high-quality educational content for children aged two to five. Broadcasting 24/7 in both English and Arabic, Bloom is now available to audiences in the UAE, with plans to expand across the Middle East and North Africa (MENA) region.
The channel’s launch was celebrated at Dubai’s Museum of the Future, where industry leaders gathered to discuss the shifting landscape of children’s media and Bloom’s potential to enhance early childhood development.
Designed to meet the growing need for preschool programming that combines entertainment with learning, Bloom serves as a trusted resource for families and caregivers. It prioritises children’s safety while supporting cognitive, emotional and social growth. Through engaging, age-appropriate storytelling, the channel aims to inspire curiosity, creativity and confidence in its young viewers.
Olivier Bramly, CEO of evision, said: “Our decision to launch a new preschool channel stems from a keen observation of the shifting media landscape. While traditional linear TV faces disruption, the demand for high-quality, age-appropriate content for preschoolers continues to grow globally, TAM UAE data mirrors this trend, highlighting a surge in kids’ content consumption among preschool audiences. By introducing our new proprietary channel across the MENA region, we are not only addressing this demand but also reinforcing evision’s commitment to being the premier source of family entertainment. This addition to our proprietary channel lineup solidifies our position as a leader in delivering quality content tailored to our audience’s evolving needs.”
Research highlights the benefits of age-appropriate screen content for children aged two and older, and Bloom delivers this through diverse programming. Children can explore foundational concepts such as numbers, shapes, letters and social skills via interactive songs, stories and play. The channel offers high-energy content for active playtime and calming programmes for quieter moments, promoting shared learning experiences for families.
Addressing parental concerns, Bloom offers a safe and trusted platform amid the abundance of digital content. A YouGov study reveals that 78% of UAE parents worry about their children’s exposure to inappropriate online material, with 92% agreeing that such content could harm mental health.
Sunil K. Joy, Head of Content, evision, added: “Bloom represents a strategic extension of our commitment to delivering premium, purpose-driven content for young audiences. With research indicating rising concern among parents about their children being exposed to unsafe and inappropriate content, we aimed to build a platform that promotes positive behaviours such as empathy, sharing, and teamwork. By offering a safe and carefully curated programming lineup, we are not just launching a channel, we are building a community. Through collaborations with educators and engaging families via interactive campaigns, we aim to foster meaningful connections that extend far beyond the screen and support the next generation’s growth in meaningful ways.”
Bloom emphasises character-driven narratives that foster values like kindness, teamwork and empathy. With a diverse cast of characters and inclusive storytelling, the channel helps children appreciate differences, encouraging a sense of belonging and understanding from an early age.
As Bloom prepares for its regional expansion, it aims to redefine preschool media by combining education, safety and inclusivity to support young minds during their formative years.