{"id":10418,"date":"2016-07-08T12:34:23","date_gmt":"2016-07-08T16:34:23","guid":{"rendered":"http:\/\/worldscreen.com\/tvkids\/dreamworkstvs-digital-domination\/"},"modified":"2016-07-13T13:08:27","modified_gmt":"2016-07-13T17:08:27","slug":"dreamworkstvs-digital-domination","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/dreamworkstvs-digital-domination\/","title":{"rendered":"The Digital Domination of DreamWorksTV"},"content":{"rendered":"<p><em>Birk Rawlings, the head of DreamWorksTV, speaks with<\/em>\u00a0TV Kids <em>about the YouTube destination, which features original live-action and animated short-form content.<\/em><\/p>\n<p>Though it launched just two years ago, DreamWorksTV has already proven itself as a major player in the kids\u2019 and family entertainment space. The YouTube destination has surpassed 1.7 million subscribers\u2014more than traditional kids\u2019 brands like Nickelodeon, Disney or Cartoon Network, which have been around much longer.<\/p>\n<p>\u201cIt\u2019s been an incredibly exciting run,\u201d says Birk Rawlings, the head of DreamWorksTV. \u201cWe planned on having success, but I never expected this to grow as quickly as it has.\u201d<\/p>\n<p>Rawlings explains that there are many other entertainment brands on YouTube, but \u201cthere are not very many that are catering to kids and there aren\u2019t very many that are doing everything that we\u2019re doing.\u201d He says, \u201cWe produce\u00a0<em>a lot<\/em>\u00a0of original content. We deliver new original episodes, anywhere from one to four, every single day, 365 days a year. We produce content that\u2019s digital-native, that\u2019s specifically made for each platform we\u2019re on and for this audience.\u201d<\/p>\n<p>While there are millions of kids consuming content on YouTube, a lot of them are watching video that wasn\u2019t specifically designed with youngsters in mind, Rawlings says. \u201cOur delivery is something that\u2019s just for them, and that\u2019s why it\u2019s connected [with audiences] in a really meaningful way. Beyond that, it\u2019s about the variety of content that we\u2019ve been able to produce\u2014everything from live action to sketch and reality shows, game shows to original animation and custom character animation featuring DreamWorks\u2019s biggest stars. That breadth gives us the ability to connect to specific interests, so we\u2019re not stuck in a pattern of only making one show or two shows a year that have to be everyone\u2019s favorite.\u201d<img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"http:\/\/i8.cmail19.com\/ei\/r\/C5\/8E3\/169\/001626\/csimport\/2016-07-08-birk_rawlings_7.jpg\" alt=\"***Image***\" width=\"250\" height=\"161\" align=\"right\" border=\"0\" hspace=\"10\" vspace=\"8\" \/><\/p>\n<p>DreamWorksTV has produced 100 original series for its YouTube and go90 channels. Among its most popular series,\u00a0<em>Life Hacks for Kids<\/em>\u00a0received 3.1 million views in just one week. Other notable hits include\u00a0<em>Junk Drawer Magic\u00a0<\/em>and\u00a0<em>Songs That Stick<\/em>.\u00a0<em>Life Hacks\u00a0<\/em>and\u00a0<em>Junk Drawer\u00a0<\/em>also include interactive elements, with activities that kids themselves can bring to life.<\/p>\n<p>\u201cWhen we set out, part of our core strategy was to use an alternative form of development to the traditional model,\u201d says Rawlings. \u201cWhen I was developing movies for Disney or television shows for Nickelodeon, [the strategy was to] invest heavily in a couple of bets. You\u2019d spend a lot of time fine-tuning everything to make sure that what you put out is the best it could possibly be. We\u2019re essentially using the digital audience as our \u2018executives\u2019\u2014we\u2019re letting kids decide which of the things we do more of. We put a bunch of things in front of them and lean in to what works, continue experimentation on a daily, weekly and monthly basis and invest in the things they connect to. So far, it\u2019s working.\u201d<\/p>\n<p>The success of DreamWorksTV is another testament to kids\u2019 changing media-consumption habits, as many look to digital as a go-to for their entertainment and consider on-demand their primary preference. Looking ahead, Rawlings is keen to continue on the path of growing DreamWorksTV\u2019s audience and finding new hits from these digital platforms. \u201cWe\u2019re also in the process of pivoting and taking some of our best characters and formats and bringing them out to traditional outlets, which has always been part of the plan and model,\u201d he says. \u201cUltimately, we want to continue to try to be as flexible and fleet of foot as possible so that we don\u2019t get stuck in what worked last year.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Birk Rawlings, the head of DreamWorksTV, discusses the YouTube destination, which features original live-action and animated short-form content.<\/p>\n","protected":false},"author":350,"featured_media":10419,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[18,21],"tags":[1492,1493],"class_list":["post-10418","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-profiles","category-top-stories","tag-birk-rawlings","tag-dreamworkstv","pmpro-has-access"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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