CMC 2019: Report – Research 1 & 2
Research 1 and 2 focused on the content strategies being used by online video organisations and tech-giants to get into the children’s side of the growing online video sector. Takeaway: ● Netflix is looking for content for 7 to 9-year- olds, whilst Amazon is looking more for pre-school content. ● YouTube is the dominant content provider, with Netflix following behind. ● Only 10% of children go to live TV sources first, versus 41% of adults. Detail: The first of the research presentations, delivered by Fred Black of Ampere Analysis, examined what key SVODs have been commissioning and may be looking for in the near future. The focus of the research was on the contrasts between Netflix and Amazon, and where…
What is the future of the business of animation? Olivier Dumont from Entertainment One shared the secret ingredients of what made 'Peppa Pig' and 'PJ Masks' the massive international brands that they are today. The Secret of 'Peppa Pig': 'Peppa Pig' went from simple sketch to an international smash. The five minute shows are easily digestible with a strong sense of humour running through each episode. The humour stays with the audience long after they have grown out of other pre-school shows. Humour in preschool is rare, so it is the secret to Peppa Pig’s success. The stories deal with the family unit making it relevant to any kids anywhere in the world. When broadcasters aired the shows back-to-back it caused…
Takeaway: Do your brand homework. New IP has to fit with the brand voice to make an impact. Think more kid - qualitative child research is at the forefront of Beano Studios. CMC Changemaker Femi Owolade-Coombes said it best: the future is inclusive and collaborative. Detail: Moderator, TV presenter Nigel Clarke, kick-started the conversation asking his panel about the opportunities for content creation. Hasbro’s Finn Arnesen seeks IP internally and externally that fits a global audience and has strong merchandise potential. The other end of the spectrum is Gina Costelloe with Lego. Lego’s content focus for the last ten years serves to amplify the Lego play system. On the digital front, Hayley Granston of Beano Studios seeks IP that matches the…
