Here's what you may have wanted to jot down if you had been at some of these sessions (consider the below a MIPCOM Notes Sampler Menu):
TV Broadcasters Tell Us What They (Really) Want
ABC Australia is looking for:
Preschool
Multi-cross-platform shows, which work on IPTV as well
Educational shows
Characters that allow kids to have fun on different platforms
Live action: funny kids' shows (mixed media? Can we include animation too?)
Canal J, France is looking for:
Short content with a lot of impact
Separate creation for TV and web
Shows with a special kind of humor
The show should be different, an individual USP should be pointed out
No weapons
ZDF, Germany is looking for:
Mobile content (emphasis: rapid growth in Germany!)
Live-action shows for tweens (sorry animators, this might be a trend across broadcasters)
No kings and princess stories any more
Industry Trends (from a session on Licensing)
Big question -- How to engage and entertain today's "young generation"?
Younger kids can adopt more sophisticated edutainment
Pre-school became a big market specially in the UK
More research before going to production
Not only demographics count in describing the target groups; more and more, social patterns are hugely important
Moms are key -- especially in retail; all promotions targeting moms
Food and Health-Related Programming
A lot of changes everywhere. Eating habits of kids are different, combined with changing concerns of parents.
Trends: Healthy-eating, life style, organic, even retailers like Wal-Mart jumping onto this wagon. But the kids don't necessarily want to be healthier (this received a chuckle of international recognition!)
What does this mean for content providers (yes, this means producers!)?
Positive and healthy life style for kids should be promoted (e.g., Lazy Town and Yo Gaba Gaba)
Nothing Changes Too Radically, No Matter What You Read, See or Hear (or Immerse Yourself In)
Kids Shows Must Have:
A clear distinct character and voice
Interesting design
Ability to attract and build an audience
The point of differentiation: What's going to be trendy?
For different territories (countries, cultures), it is a case-by-case scenario.
(The Re-Introduction of) Classical Brands
The potential: existing awareness + likeability
Things to consider: Is the brand still relevant today? What elements should be updated? What should be preserved?
Case Study -- Strategy of Warner Bros.
- Informal research: talking with people to find out which brand has potential for a re-launch
- Looking for multi-platform content
- Strategic partners?
- Develop limited products: Grow slowly and organically
- Time schedule: up to 30 months
Combine classical brands with new trends: Banana Splits and Friends Show -- why new in 2007 (results of the research)
- high awareness of parents
- people are still passionate about the brand
- on Cartoon Network since 1990
- significant TV presence
- hot kids music market
- comedy aspect: kids still loves the jokes
New Banana Splits and Friends production
- 125 comedy shorts
- 15 soaps
- Music video
- CD/DVD
- Records by Universal
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