UK@Kidscreen - Breakfast Panel, British Consulate-General, NYC - 5 February 2013
Session title: Finding success in the US - Getting ahead of the curve
Intro: Digital natives are now touch-screen natives. Kids use digital media more and at an earlier age. In 2005 entry level for digital experiences was 8! Every platform provides a new set of opportunities - and new gatekeepers coming online all the time (Netflix, Amazon etc)
Panellists:
Adina Pitt, Cartoon Network - Cartoon just celebrated 20th Anniversary and started off to exploit Hanna Barbera library. Now a brand which has evolved into a destination kids AND parents want to go to - no longer 'the naughty channel'. Primarily a boys' channel - no.1 destination for boys 6-11 but 'girl inclusive'.
JJ Ahern - Licensing Street. Digital has changed everything for his business. Walmart considers their number one 'toy' is iPod Touch.
Chris Angelilli, Random House Children's Books - moving into apps, You Tube videos etc
Beth Richman, educational consultant and researcher
Silvia Lovato, PBS Digital - works with older demo, starting at 8. New platforms bring more educational opportunities.
Jess McNeill, New Video
Trends:
In publishing a lot of crossover success - kids books attractive to adults. Harry Potter, Hunger games etc. Retro properties coming back - Smurfs, Alvin & Chipmunks etc
On-demand video is exploding. Kids are 'media snacking'. New Video looking at ever-expanding kids output on new video providers' platforms - Hulu, Netflix, Amazon etc - and creating bespoke, safe experiences for kids.
PBS Digital works very closely with tv programme-makers/commissioners. New technology benefits kids with different learning styles. Content has become more integrated at outset and asset-sharing and capture planned at that stage - they don't put the broccoli on top of the cookie once it's baked! Sometimes kids get to know characters from digital properties first and this can cause clashes when they see characters they know from apps on TV.
In the US, curriculum is increasingly part of the development process at the outset - and on multiple platforms.
According to Adina from Cartoon Network, content can be sourced from all kinds of places now, in addition to the traditional pitch. A lot of games/apps are crossing into on-air content. The state of the economy is the elephant in the room. Budgets have to go much further.
Dubit's virtual world commission for PBS was mentioned by Silvia Lovato and recommended because the research and audience insight was so strong.
Big challenge is migrating games from flash on web to mobile platforms. Build for all devices! Big need...
Social media and web is being used more and more by buyers to do research on brands/properties. Social media marketing also more important to impress buyers.
Commission for web alone - PBS have done this.
Non-broadcast players - iTunes (pay for download), subscription (Netflix), ad-supported (Hulu). Hulu now doing dedicated kids section which is commercial free and plays to parents' desire to avoid marketing messages.
How much should production companies come to commissioners with full 360 package, including digital experiences? PBS say come with digital potential thought through. Cartoon Network, however, would encourage producers to 'create a world', not just brand extensions. Make core idea very strong and come to the table with a strong concept, and maybe interactive ideas in back pocket.
The 'transmedia' word. Is it an eye-roller or still valid in pitching? Let's get back to 360 or cross-platform!
Tips for what you shouldn't do at Kidscreen:
- Don't tell broadcasters who else loves your property
- Don't try to be everything to everyone
- Understand your audience and keep your target specific
- Don't try to do too much from an educational perspective
- Don't be overwhelmed. Make partnerships
- Don't try to fit a square peg into a round hole. Know who you're pitching to.
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