LONDON: Independent producer Initial, which is part of the Guardian Media Group’s joint venture with Endemol, is to set up a stand-alone kids division called Initial Kids.

The new division will be headed by Christopher Pilkington who has left his post as executive producer of BBC Children’s Television light entertainment, where he oversaw series such as SMart and Get Your Own Back.

Initial, which is best known for its production of The Brit Awards and The Pepsi Chart Show, has made the move into kids programs following the success of its BBC 1 kids drama No Sweat, which was its first foray into the arena. It is poised to go into production with another kids drama called Comin’Atcha for ITV, which will be ready for spring 1999.

In line with GMG/Endemol’s strength in entertainment formats, Pilkington says the objective will be to supply broadcasters with a new range of entertainment series for children of all ages. Formats will include comedies, dramas, game shows, quizzes, music and entertainment series.