ITV

Tag: multi platform

  • MipJunior 2014: Broadcasters look for creative content creators to attract kids

    MipJunior 2014: Broadcasters look for creative content creators to attract kids

    CANNES:  MipJunior 2014 has established one thing for all kids’ content creators and broadcasters: kids want to watch their favourite programme at the place of their choice and time. But the big question now is how to reach these kids who are consuming content using different platforms? This remained the main focus of the panel discussion on ‘What do buyers want: Emerging multi platform acquisition trends’ on day two of MipJunior 2014.

     

    While a lot is being spoken about kids moving to the second screen to consume content, Australian Broadcasting Corporation head of children’s TV Deirdre Brennan informed that in Australia even now close to 89 per cent of children’s viewing happens on traditional TV.

     

    Today, kids are ready to watch the content over and over again. “With so many platforms, we will now have to devise ways to reach to these platforms,” said Disney Channels Worldwide VP worldwide programming strategy, acquisitions and co-productions Karen K Miller.

     

    The increasing number of platforms poses another problem, of not being sure about which platform the consumer is consuming content from.  Citing the example of Germany, ZDF head of international co-production and acquisition Nicole Keeb said, “90 per cent of content viewing happens on TV. Being a public broadcaster, ZDF is also obliged to deliver content for TV first, followed by online or other platforms.

     

    Broadcasters world over feel that the television monitoring data is still evolving. “The quality of data is important, since we want to monitor the behavior of the consumers. Better data also helps us strategise better and know which platform is better for our audience,” said Cartoon Network VP content acquisitions and co-productions Adina Pitt.

     

    The session also delved on what these tech-savvy kids are doing on portable devices. “They are watching their favourite shows, playing games, they are using it in every way possible for entertainment,” informed Miller.

     

    With numerous kids’ channels offering almost the same content, it becomes important for channels to ensure that kids associate with the brand. “Kids are smart. They know the brand and associate with it. For us, word of mouth publicity helps. In fact the consumer becomes the marketer,” said Pitt.

     

    The broadcasters, while they have their core target audience, they also feel that there should be entry points. “So while Disney is considered more of a girls’ channel, we do have entry points for boys,” added Miller.

     

    For Australian Broadcasting Corporation, until a few years back, it had started looking at children as a separate audience. “We have now started looking at bringing both parents and kids together through our content,” said Brennan.

     

    Brennan also feels that reality shows have seeped in Australian television industry. “I want to bring back storytelling on television,” she opined.

     

    Another key point brought out during the session was that while internet has increased access to content, it is the responsibility of the content creators to ensure that kids are able to find the content.

     

    On a parting note, when World Screen group editorial director Anna Carugati, the moderator for the session, asked what was missing in the kids broadcasting space, Amazon Studios head of kid’s programming Tara Sorensen said, “There is a need for more creative content. The creators need to spend time in creating content.”

  • CBS, Chevrolet to create a multi-platform ad challenge around the Superbowl

    MUMBAI: US broadcaster CBS and car brand Chevrolet have joined forces to create a multi-platform event about the final stages in the “Chevy Super Bowl College Ad Challenge.

    The campaign includes reality webisodes to be featured on CBS.com, a presence in CBS’s primetime special Super Bowl’s Greatest Commercials 2007 where the winning team from the Challenge will be announced, and culminates with the winning commercial airing during the Network’s broadcast of Super Bowl XLI on 4 February 2007.

    As part of the challenge Chevy has given students the chance to compete for the opportunity to have their idea for a Chevy ad produced for the 2007 Super Bowl which is one of the most coveted advertising spots on television with, on average, 90 million viewers tuning in to watch.
    Chevrolet GM Ed Peper says, “Consumer-generated ads, in the age of the Internet and YouTube, have truly come front and center. Chevy is proud to be a leader in this area. We were thrilled to host the finalists in Detroit and are eager to share what we taught them and what they taught us that weekend with the public through this partnership with CBS”.

    “TMarketers are looking to creatively engage audiences across multiple platforms, and this deal accomplishes that through online components, network television sponsorship and viewer interaction,” said Jo Ann Ross, President, CBS Network Sales. “This is a unique package that taps into many different audiences while delivering great value for the client, and is an exciting way to engage both viewers and advertisers.”

    The online component of the campaign is comprised of eight Chevy-sponsored webisodes which premiere on 22 January 2007 on CBS.com. The webisodes will take viewers behind the scenes of the challenge, in which more than 820 college teams registered for the opportunity to have their ad concept made into one of Chevrolet’s Super Bowl commercials.

    The webisodes, produced by Juma Entertainment, will range from three to eight minutes in length, and follow the five finalist teams as they travel from their hometowns to Detroit to make “the pitch.” The webisodes will show them driving the Chevy vehicles featured in their ads — the Aveo, Cobalt, Equinox, and HHR, refining their presentations with Chevy’s advertising agency Campbell-Ewald, and presenting their ad concepts to Chevy executives.

    The challenge then goes primetime in CBS’ annual Super Bowl’s Greatest Commercials 2007 special which airs on 2, February. The winning team of the Chevy College Challenge will be revealed during the special and viewers will be able to see more behind the scenes footage of the competition. Chevy is the exclusive automotive sponsor of the special.

    And two days after the winning team is revealed — their concept will be seen by roughly 90 million viewers during one of the commercials Chevy has created for Super Bowl XLI.

    The final two webisodes, showing the actual process of the making of the commercial, as well as other behind-the-scenes footage from the competition, will air following the primetime show and Super Bowl, on CBS.com.