Innovative content & localisation a must to catch the 'tough crowd'

MUMBAI: Kids have been gaining the mind space of more and more broadcasters across the globe. And why not? These tech babies who are the fastest to adopt any new technology are also contributing to core family decisions and have a large chunk of spending power at their disposal.

In such a scenario, kids broadcasters have to be that much more vigilant to cater to their needs unremittingly. At the second day of the Promax&BDA conference, kids programming took center stage.

While Nickelodeon UK vice president and creative director Peter Drake spoke on how to cater to the "Tough Crowd" i.e. the kids; whereas Walt Disney Television International (India) director programming Nachiket Pantvaidya touched upon the issue of how to localize international brands.

"Kids have changed the way they consume media. More and more kids now feel the need to be in control with all the gadgets that they are exposed to. Moreover, with parents being busy in their work, the need for a digital nanny has also become prevalent now. In such a scenario, we, as broadcasters have to make viewers see us as more than just a TV channel," Drake said.

He spoke about an interactive show - Me:TV! on Nickelodeon UK, wherein kids who have a webcam can host the show from their homes. "The aim was to utilise new technology to deepen the kids' experience of our brand. User generated content can be tapped to a great extent in the near future," Drake said.

Another point which came out was that there was a need for broadcasters to develop evolving communication so that it can work on all delivery platforms rather than just television, which in turn would throw up new revenue opportunities too.

"In the end, it's still about having great content but it's just about how you present it that matter the most," Drake concluded.

Disney's Pantvaidya, on the other hand, dwelled on the various reasons why an international brand should localize itself to suit local sensibilities. "Localisation is cost effective and at the same time it is essential for building cultural relevance. As far as what needs to be localized in a channel to create relevance, it would be language, local faces, formats, narrative content and graphics," he said.

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