Programmer Profile: KI.KA’s Sebastian Debertin

PREMIUM: With its mix of original productions and imported fare, multiplatform initiatives and live events, KI.KA is looking to take the number one spot among German kids’ channels, Sebastian Debertin, head of fiction, acquisition and co-production, tells TV Kids.

TV KIDS: What are the strengths of the KI.KA brand?
DEBERTIN: Last year was the most successful year we’ve had since launching the channel in ’97. I’d say we have developed it into one of the most well-known brands in the world. From research we learned that we have a market awareness like Mercedes Benz or Coca-Cola in Germany, so every kid and every parent knows what KI.KA is. We also have these two wonderful parent companies, ARD and ZDF. We are strong with the younger kids and with the 6-to-9 demo. Like all channels that try to cater to all different age groups, you have trouble in getting the older ones, and that is what we are working on.

TV KIDS: What is the key to attracting those older kid viewers?
DEBERTIN: I think you have to really understand where they are nowadays. When we started the channel we had them, but times change and especially technologies have changed so much over the last decade. Mostly they watch live action [on KI.KA] because that better reflects where they are in life than animation ever could. Live-action shows like H2O [a co-pro of ZDF Enterprises and Jonathan Shiff] bring glamour and gloss together with good storytelling. That’s the kind of show you need to have. Our crime series, often [likened to a] CSI for kids, Krimi.de [does well with older kid viewers.] I bought an animated show called Stoked, it’s from Canada from Fresh TV, from CAKE, that also can [fit in with] this lineup of stuff for older kids. They want to laugh, but at the same time they want to be seeing that their real life is respected and that is what I think Stoked is bringing in perfectly.

TV KIDS: Why do you think it’s important that public broadcasters continue to air kids’ programming?
DEBERTIN: In 2010 we were that close to our competitor Super RTL. Super RTL is heavily reliant on the Disney library as they have a 50-percent partnership with them. We don’t have access to any of that stuff and we also don’t have access to the Viacom output. What makes us [successful] is that we are creating brands that are as strong as the Disney or the MTV Networks stuff is. We have co-productions that [originated in] Europe that we take to the world and find [partners] or vice versa. We have co-development of [properties] from North America or from Australia. With these partners we together create new brands that are as strong as Disney’s. That’s why KI.KA is also as strong. Our innovation makes us so strong. Not only in terms of animation or live-action drama or comedy but also in terms of bringing the whole variety of television to kids with daily news; who can afford to do that? We can because we have ZDF’s network and the world network of correspondents and can lean on that and create a show called Logo! on a daily basis to provide news for kids. And all the variety is making us that strong in the market and that’s why in terms of ratings we are one point behind Super RTL. KI.KA nowadays is rating position two. We’ll do our best to end up position number one, believe me.

TV KIDS: What do you look for in co-production partners?
DEBERTIN: To be honest, it’s not that easy to find these partners. We have built up long relationships with partners from the U.S., from Canada, and these guys are strong in understanding the needs of a European broadcaster and are expecting our input. At the same time, we also make sure that we don’t overdo it in terms of our involvement. We have full co-producer’s rights and must make sure, for the sake of both sides, that it can work in German-speaking [markets] as well as internationally. We have a handful of selected partners that are really capable of bringing these shows to life together.