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As we develop new ways to consume media, TV broadcasters face the challenge of delivering increasing volumes of content that captivates and engages kids and their parents. For broadcasters, the aim is to produce a range of content that entertains and educates audiences across platforms, whilst also presenting a clear vision that continually strengthens the brand and builds loyalty. We’ve worked with children’s media consultant, Nick Wilson, to create our top tips for kids TV broadcasters. Nick Wilson is one of Britain’s most experienced children’s TV executives and over his career has created iconic brands including the Wide Awake club, Wacaday and Milkshake; as well as producing shows for ITV, Nickelodeon and the BBC. Playground is the specialist kids research brand from SPA Future Thinking that really gets you closer to kids’ thinking. We provide businesses with a greater understanding of the way kids and families think and behave; click here to see how. For more information on the work we do for broadcasters please contact the Playground team on [email protected] or +44 (0) 20 7843 9777.
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E: [email protected]: +44 (0)20 7843 9777www.playground-research.com
Playground ResearchGetting you closer to kids’ thinking
Nick Wilson is one of British television’s most experienced children’s TV executives and over his career has created iconic brands including the Wide Awake club, Wacaday and Milkshake, and produced shows for ITV, Nickelodeon and the BBC.Nick is also one of our Playground Monitors - our very own panel of industry experts who work with kids and families in professional environments. Their input and knowledge means we can contextualise our research questions, providing a higher level of thinking. Want to get Nick or any of our other industry experts involved in your latest concept? What are you waiting for? Just give us a call or send over your brief and we’ll do the rest!
6Top Tips for kidsTV broadcastersBrought to you by Playground Research and Nick Wilson
#1Have a clear vision for your ChannelIt should be more than just a collection of programmes; for your young audience it can be a friend, a companion, a teacher and a storyteller. #2
#4
#5Cultivate kids Channel loyalty#6
Don’t waste money or resources on lavish entertaining...
...or press campaigns, star names, and sumptuous promos. Children don’t read the papers, won’t know who your star is, just want to know what the programme is about and prefer KFC to Corrigan’s!
Know who your audience are and empathise with themYour continuity is your channel’s personality, make it expressive. Think what advertisers pay for screen time and apply that value and consequent attention to your interstitial content.
Watch the ratings but don’t panicChildren’s audiences take time to grow, especially preschool. A series will not hit its peak until the third, fourth or fifth run. Look for other indications of a programme’s popularity. Is it on birthday requests? How many downloads is it getting? Is there an email response? Are you getting requests for merchandise?
Children DO have Channel loyalty and so do parents on their children’s behalf, so cultivate that loyalty with a constant dialogue; on screen with birthdays, shout outs and competitions; online with regularly refreshed age group appropriate activity.
#3
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Respect the competition, but don’t be frightened by it!Have confidence in your own schedule. If the competition worries you then it’s probably because you know your own offering isn’t strong enough.
