Television

Kid's content: The Big Multi Screen Picture

CANNES: The multi-screen (mobile, TV, internet, PDAs etc) environment has not only created an abundance of ways in which entertainment can be consumed, but has also thrown open new vistas for content creators to explore.

While none of the emerging platforms have the combination of power, effectiveness and reach that television as a medium has, the increased delivery options are slowly but surely loosening the stranglehold that broadcasters traditionally have held over content creators and the creation process.

Session 1 on Day 1 of Mipcom Junior 2005 zoomed in on this emerging trend but with a focus on taking kids content beyond the tube. Panelists included: AOL Kids and Teens (US) Senior VP and GM Malcolm Bird, Virgin Atlantic Airways (UK) TV Acquisitions executive Emma Gesto, On Demand Media Group (USA) President Neil Goldberg, Lions Gate (US) Family Entertainment Executive VP Ken Katsumoto, and H3G (Italy) Marketing Manager Tiziano Tonti. The moderator: Kidscreen (Canada) Managing Editor Lana Castleman.

AOL's Bird spoke about how KOL (Kids Online - AOL's kids specific offering) was setting precedents in creating an online distribution model. He highlighted that the company had - and is - investing in creating original content specifically for KOL. "We have four animated shows, Princess Natasha, Skuuad, Kung Fu Academy, and Pila's Adventures," he pointed out.

In 2003 KOL launched Princess Natasha, a series of five minute flash animated cartoon (streaming). Within two years, the 3.5 million unique monthly visitors of KOL, had clocked close to four million sessions for Princess Natasha.

Created for the Internet, the popular cartoon has been licensed to several kids product manufacturers in the US and has now been licensed for broadcast to Cartoon Network (Europe). AOL also plans to release Princess Natasha for the home video segment.

Bird pointed out that Princess Natasha is a great example of successful content within the audiovisual realm, created specifically for the Internet, and now moving to other platforms including TV.

"Online can be used as an incubator for development of new properties by broadcasters" commented Bird.

Virgin Atlantic's Emma Gesto spoke about the Airline's original content strategy for in flight entertainment.

"We are probably the only airline to buy our programming directly from content creators rather than buying it from service providers. We have amongst our offering a dedicated pre school channel and we change our kids programming every six months. We even have a separate offering for babies"

Gesto pointed out that she had more freedom to experiment with titles, saying, "We just don't look out for brands, we buy even lesser known titles as long as the programming fits in with our requirement."

Content creators have great promotional opportunity with in flight entertainment as they can offer content related merchandise in flight, said Gesto.

Lion's Gate Entertainment's Katsumoto said that his distribution company comes in "when the creator has an IP and has automated processes with US broadcasters. We play the role of co-producers and marketers"

"The type of IP we look for has to be well known and has to be airing on major US broadcasters in US. Home Entertainment in US is controlled by the big retailers like Walmart (50 per cent), Target (29 per cent) and Best Buy (9 per cent) and taking into account that 80 per cent of the business comes from 20 per cent of the products, brands are important to us," he said.

On Demand Group President Neil Goldberg commented on the growing demand for on demand.

"We are licensing specialists," he said, adding, "We license content from across the board and build a large catalogue and deal with companies which have strong footholds in their regions."

Is On demand restricted to TV? "Certainly not" was Goldberg's reply. You already have on demand on the mobile and looking into the future we see lot of options like Download to the PC, Kiosks where content can be demanded and downloaded to memory sticks or other devices being used by consumers to access content when and how they like."

H3G (Italy)'s Tonti confessed that his company did not yet have a focus on kid's content but was being compelled to strategise on an offering for kids driven by recent statistics and research. Some of the startling statistics that Tonti shared were

    Italy has the highest mobile penetration in the world (109 per cent)

    56 per cent of kids aged between seven and eleven have a mobile phone

    60 per cent of those kids use their mobile three hours a day

    Amongst kids 40 per cent consumption is games and 30 per cent ringtones.

As the delivery horizons expand for kid's content, the winds that are helping content sail beyond the tube are that of 'the need for differentiation and exclusivity' hence original programming, 'the need for comprehensive Value Addition' hence localised and regional programming, 'the need to cater to shorter and divided attention spans' hence sachet programming.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/ban.jpg?itok=_vIlfmJw
Media Worldwide launches Bangla Talkies

Music channel network, Media Worldwide Ltd has announced the launch of an all new channel Bangla Talkies.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/colors_0.jpg?itok=-blDJ5ro
COLORS launches an epic tale of good vs. evil - ‘Vish Ya Amrit: Sitaara’

COLORS, India’s leading premium Hindi entertainment channel is strengthening its leadership in the fantasy and supernatural genre with the launch of ‘Vish Ya Amrit: Sitaara’

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/pro.jpg?itok=-lX7cITN
First Promo of Pro Volleyball League goes on air

With the league a couple of months away, volleyball fans across the country were treated to the first promo of Pro Volleyball League on Wednesday.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/cnn.jpg?itok=PUoSxwUV
CNN Digital appoints new head of CNN Digital Asia

CNN Digital has appointed Brett McKeehan as Director, CNN Digital Asia. Based in Hong Kong, McKeehan will lead the Asia-Pacific team and have editorial responsibility for content coming from teams across the region for CNN Digital’s global audience.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/discovery.jpg?itok=RlPUVhPd
DISCOVERY TO BROADCAST LIVE FROM THE BOTTOM OF ONE OF THE LARGEST SUBMERGED SINK HOLES IN THE WORLD

Located 46 miles off the coast of Belize, the Blue Hole is known around the world for its crystal-clear water and its abundance of sharks and sea life.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/drapers.jpg?itok=pXdUPmXG
“Meet the Drapers”, the crowdfunding reality show by Sony Entertainment Television, is again on the hunt for the next big idea; Season 2 going global

“Meet the Drapers” Season 1 debuted the world’s first crowdfunding-based startup reality show in 2017-2018, featuring the Drapers -- Silicon Valley’s legendary VC family - and was an immediate success in the Americas.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/top.jpg?itok=iVD9gYfB
Kids most benefited genre in Chrome DM week 46

With a growth of 1.07 per cent, the kids genre in all India 1 lakh+, marked the highest opportunity to see (OTS) among all categories in week 46 of Chrome Data Analytics and Media. Discovery garnered the highest OTS in kids’ genre with 90.5 per cent.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/ra.jpg?itok=DxzPxtHB
Viacom18 confirms the departure of Raj Nayak

In an official statement released to the media, Viacom18 confirmed the departure of Raj Nayak, the media network’s Chief Operating Officer.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/sony.jpg?itok=XlwZkCP5
Sony Pictures Networks India gears up for the India tour of Australia with engaging programming initiatives

For the year ending high-octane cricket series between India and Australia, Sony Pictures Networks India (SPN), will be undertaking several initiatives to enhance the viewing experience and increase engagement with cricket enthusiasts across the nation.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories