London-based trade association Pact has launched a new campaign calling for a children’s TV tax break similar to recent government tax credits for the UK film, high-end television and animation production industry.

While the newest tax credits, which went into effect in April 2013 and allow a 25% credit of UK spend on up to 80% of a production’s core budget, have boosted production in the region, Pact chief executive John McVay says a new tax break specifically for children’s TV is required and would help increase co-production opportunities (particularly in the US), nurture talent and create new jobs.

In its latest effort, Pact, which reps the commercial interests of approximately 500 UK-based media companies specializing in areas of independent television, film, digital, children’s and animation, will draw on its long history of successful campaign experience for the indie sector including the 2013 tax breaks, and will kick things off at this year’s Children’s Media Conference in Sheffield, England from July 2 to 4.

As a sponsor of the conference, Pact will hold a special session for up to 900 of the UK’s children’s media professionals to focus on gaining government support for a new children’s TV tax credit.

Pact’s campaign comes on the heels of February’s gathering in London and Manchester of animators and broadcasters representing British Columbia, Canada and the UK in a trade mission to find new business and co-pro opportunities. The event marked the first major trade mission since the new tax incentive was introduced last year.