Research 1, 2 & 3
Wednesday 5th July 2017, 11:00am - 12:30pm BST
Showroom Cinema 1
Three 30 minute research presentations…
1. How Open is Children’s Definition of TV?
The evolving nature of children’s television viewing; how open is their definition of TV? How open are they to new types and sources of content? How does this reflect in their behaviour?
Presented by Emily Keaney and Jessica Rees, Ofcom
This session will provide rich new insight into the evolving nature of children’s television viewing. We will explore the openness of their definition of ‘TV’, illustrating the findings with compelling video footage. We will look at what TV means to children today – how open are they to new types and sources of content? How open is their definition of what constitutes TV and how is this openness reflected in their behaviour? We will examine data on:
- Time spent watching – what do we know about the amount of time children are spending watching TV and how this compares to time spent online?
- The role of devices – how open are children to consuming content on other devices?
- What are children watching – commercial or PSB? Children’s airtime or general airtime?
- Catch-up, on-demand and YouTube – how does linear, broadcast TV stack up against the desire to watch what you want when you want it? Is YouTube really becoming the go-to place for all children’s content desires?
- Who children are watching with – how much of children’s viewing is accompanied by adults and how much are they watching by themselves? Is family viewing still an important part of family life?
2. Plugged In: How Media Attract and Affect Youth
Young people now have media literally in the palms of their hands. What does this mean? And what we can do to encourage healthy media use in an age of selfies, Netflix, and Facebook?
Presented by Dr. Jessica Taylor Piotrowski, University of Amsterdam
Now, more than ever before, young people are surrounded by media – thanks to the sophistication and portability of the technology that puts it literally in the palm of their hand. Drawing on work that crosses many fields and continents, in this presentation, Dr. Piotrowski will present findings from her new co-authored book (together with Professor Patti Valkenburg, published by Yale University Press) on the role of media in the lives of children from birth through adolescence. During her talk, she will address and highlight the complex relationship between media and young people and reflect on what we all can do to encourage healthy, enjoyable, and responsible media use in an age of selfies, Netflix, Twitter, Facebook, and Instagram.
3. The Anatomy of Children’s Fandom
Brands want fans, but few look at why they have fans and where the value lies. We explore what child fans bring to brands and how to nurture them?
Presented by Maurice Wheeler, Kids Industries
Ask the people around you what they want to achieve for their brand, IP or idea, and the likelihood is they’ll say they want to gain more fans. There seems to exist an underlying perception that ‘fans’ are more commercially valuable than just viewers, readers, players or even buyers, but no real understanding of what a fan really is, how a fan is made and what is the value of having more fans. To help answer these questions, this session explores fandom within the world of children.
Based on insights from 30 families with children aged 5–11, we identified the key features of brands that inspire fandom, as well as some of the surrounding mechanics: how do children choose what to ‘fan’ and what kind of brands inspire this? Can fandom be lasting or do children tend to be fickle? Given children don’t control money in the way adults do, what is the value of their fandom? And finally – can fandom be created, built from the ground up, and how?