The BBC is set to appoint TikTok star Kyle Thomas as a new presenter on the iconic children’s show, Blue Peter. This decision highlights a growing trend of broadcasters leveraging social media influencers to engage younger viewers.

Influencer Strategy for Revitalization

The appointment follows the departure of Joel Mawhinney and represents a significant shift in the BBC’s talent acquisition strategy. Traditionally, Blue Peter presenters were chosen through auditions focused on presenting skills and personality.

Now, the BBC is increasingly prioritizing candidates with established, large online followings. This strategy aims to revitalize long-running children’s programming by tapping into existing audiences.

Kyle Thomas’s Online Presence

Kyle Thomas, a 21-year-old from Lisburn, Northern Ireland, has amassed a remarkable 34 million followers on TikTok and 1.3 million on Instagram. His engaging content, particularly featuring exotic animals, made him an attractive prospect for the BBC.

Animal-Focused Content

Insiders at the BBC noted that Thomas’s ability to connect with a large audience through his animal videos was a key factor in his selection. Bringing even a portion of his followers to Blue Peter is considered a worthwhile investment.

Thomas has already appeared on the show as a guest presenter, showcasing ‘creepy crawlies’ and demonstrating his on-screen presence.

Past Controversy and Ethical Considerations

The appointment isn’t without complexities. Thomas’s mother, Zena Foord, was previously convicted of smuggling an unlicensed capybara from Cambridgeshire, England, to Northern Ireland.

The capybara, named Queen Elizabeth, frequently appeared in Thomas’s TikTok videos but sadly died shortly after arriving at his family home. This incident has raised ethical concerns regarding the keeping of exotic animals and potential exploitation for social media content.

A Shift from Blue Peter’s Golden Age

This move marks a departure from Blue Peter’s peak in the 1970s, when presenters like John Noakes, Peter Purves, and Valerie Singleton drew up to eight million viewers. The show’s success then was built on innovative content and a strong audience connection.

The current strategy reflects the challenges of attracting viewers in a fragmented media landscape dominated by on-demand content and social media. While Joel Mawhinney departed, his co-presenter Shini Muthukrishnan remains with the show.

The BBC’s decision to appoint Kyle Thomas is a bold attempt to modernize Blue Peter and ensure its continued relevance. The success of this strategy in attracting a new generation of viewers remains to be seen.