ITV Backs Literacy Campaign With 'Bookaboo!'

ITV is backing the National Year of Reading 2008 initiative to promote child and adult literacy in the UK with the commission of 'Bookaboo!' a multi-platform live action and animation series about a famous drum-playing 'rock puppy'.
'Bookaboo!' will be produced by BAFTA award-winning producer Happy Films and will feature soon to be announced celebrity guests who meet Bookaboo back stage and help him out by sharing a story. These celebrities will become Storytime Ambassadors for NYR 2008 alongside Jim Knight, Minister of State for Schools and Leaners, who is backing the campaign.
He said: "It is crucial that we promote the enjoyment of reading to young children for pleasure and purpose. Everything starts with reading. We know that inspirational role models will help give confidence and encourage adults currently not reading with children to pick up a book. Through clever TV programming 'Bookaboo' seeks to encourage adults to read with young children through a medium which provides learning in an entertainment and informative environment."
The series will be supported by an online Bookaboo Book Club, live events and in store promotions.
Emma Tennant, Controller of CITV & ITV3, added: "In an age where British school children are ditching books for computer games and reports are being released showing decreased literacy levels among primary school pupils, I think it's fantastic that CITV has the opportunity to commission a programme such as 'Bookaboo' that can provide a much needed antidote to the recent decline in reading."
Lucy Goodman, MD, Happy Films, said: "We are thrilled ITV has recognised the need for this innovative campaign. 'Bookaboo' is an engaging and entertaining character who will appeal to young children and combined with the endorsement of popular celebrities, we have no doubt that our message will be communicated effectively."
'Bookaboo!' was commissioned by controller of CITV and ITV3 Emma Tennant. It will be directed and produced by Lucy Goodman for Happy Films. Emma Tennant will executive produce for ITV.
(KMcA/JM)