Speaking to Broadcast, Tina McCann, the Senior Vice President (SVP) and Managing Director (MD) of Nickelodeon UK and Ireland, the number one commercial kids TV network in the UK, said it would benefit both the station and Channel 5's kids' strand Milkshake!, which is one of the BBC's biggest rivals in terms of commissioning original children's content.
"We are supportive of the tax credit for live-action children's programming. As with the animation credit, a financial incentive such as this will benefit the UK production industry at a variety of levels," she added.
The tax credit, announced on Wednesday 3rd December 2014 as part of the Government's 2014 Autumn Statement, will be introduced in April 2015, giving live-action kids' content access to similar benefits to animation and high-end television. Osborne said this would help reverse the fortunes of a sector that has been "in decline" in recent years.
Although specific details of the credit are set to be unveiled next week, it is expected that projects will not have to meet a budget threshold to qualify for the credit. It is thought that live action will also have a very broad definition.
With the introduction of kids TV tax break, it is hoped that Nickelodeon, as well as Turner and Disney, will now commission more original television content produced in the UK, such as Nickelodeon's "House of Anubis" and Nick UK's "Camp Orange":
Kids' TV hails new tax break
The British children's television industry has hailed the introduction of a tax break for live-action programming as a "huge boost" that will reinvigorate the sector.
Senior industry figures have welcomed the changes announced by chancellor George Osborne this week and many expect it will lead to a boost in drama and factual commissions.
The tax credit will be introduced in April 2015, giving live-action kids' content access to similar benefits to animation and high-end television. Osborne said this would help reverse the fortunes of a sector that has been "in decline" in recent years.
Although specific details of the credit are set to be unveiled next week, it is expected that projects will not have to meet a budget threshold to qualify for the credit. It is thought that live action will also have a very broad definition.
Pact chief executive John McVay, who has led the lobbying campaign over the past six years, said it would be a boon for the 70 UK indies raising financing for kids' production and would increase confidence among producers and broadcasters.
Mike Watts, chief executive of Horrid Henry indie Novel Entertainment and chair of Pact's children's group, said it was the "missing piece in the jigsaw".
US media giant Viacom, which owns kids' broadcaster Nickelodeon and Channel 5, also applauded the move. Tina McCann, managing director of Nickelodeon UK and Ireland, said it would benefit both the station and C5's kids' strand Milkshake!, which is one of the BBC's biggest rivals in terms of commissioning original children's content.
"We are supportive of the tax credit for live-action children's programming. As with the animation credit, a financial incentive such as this will benefit the UK production industry at a variety of levels," she added.
It is hoped that Nickelodeon, as well as Turner and Disney, which recently ordered Lime Pictures' teen drama Evermoor, will now commission more UK originations.
The credit could also draw the likes of Netflix and Amazon to the UK as they bid to grow their kids' services. "This could be the stimulus for British producers working with those US companies," argued Watts.
Michael Carrington, chief executive of Mister Maker and Millie Inbetween indie The Foundation, said he hoped the relief would have a similar impact to the animation tax break.
Anna Home, chair of the Children's Media Foundation, said it was a "real breakthrough" for liveaction content. "A lot of people would like to see more drama like Byker Grove and Grange Hill," she added.
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