CANNES: Kids\u2019 producers and distributors must be more willing to look beyond the traditional 11-minute and half-hour formats, Deirdre Brennan, the VP of content at Corus Kids, said in her MIPJunior keynote.<\/p>\n
Brennan laid out what she referred to as her \u201cABCs of the children\u2019s world.\u201d The former head of children\u2019s Australian pubcaster at ABC noted, \u201cA, adapt to the audience and the market and most importantly, understand amortization. B, build trust through great partnerships and always be passionate. And C, collaboration doesn\u2019t mean a loss of control. Always put creativity first. And work with Canada!\u201d<\/p>\n
Brennan went on to say that \u201cCanada has played such an influential role in the development and success of the global children\u2019s industry.\u201d<\/p>\n
She questioned, however, if the country\u2019s funding support system \u201chas hindered creative ambition. Volume is not a content strategy.\u201d<\/p>\n
She continued, \u201cHowever, I strongly believe that with the extensive talent pool available, the world should work with us. We\u2019re outstanding partners, not just a great source of financing.\u201d<\/p>\n
Addressing the format of kids\u2019 content, Brennan said, \u201cNetflix and Amazon remind us that it is possible to break out of standard content formats. Yet we continue to stick with 11-minute animated comedies that give you a sense of deja vu because you\u2019ve probably seen it before\u2026. These formats are shaped by a traditional distribution model, which has moved on. It\u2019s not shaped by the demands of our audience. Why have we handed complex storytelling over to SVOD services, movies and books? Are we underestimating kids or even sending them elsewhere?\u201d<\/p>\n
Brennan later discussed what the kids\u2019 content community can learn from YouTube. \u201cIt\u2019s not just about the platform. It\u2019s actually the content young people are seeking out. It\u2019s so much more than shareable cat comedy! YouTube shows us that our audience wants information. It\u2019s brought a new meaning to the term \u2018how to\u2019 as well as experiences and opinions. Vlogs are a new form of expression.\u201d<\/p>\n
Brennan went on to discuss family viewing, noting, \u201cwith our expertise in children, isn\u2019t it time we embraced the rest of family?\u201d<\/p>\n
Brennan concluded, \u201cI believe the world really needs a voice that is optimistic and aspirational\u2026. The world is very nervous. Brexit, the U.S. election and the ongoing threat of terrorism. So much is out of our control. But it\u2019s good to remember that we are responsible for each other. The last 15 years have proven to me that the children\u2019s industry can adapt to the rapidly changing entertainment environment better than anyone. Broadcaster investment is down. We\u2019ll find another way to build a finance plan. Audience fragmentation. We\u2019ll find them. New technologies. Bring it on! So let\u2019s focus on what\u2019s really important. Children want a deep variety of entertainment and information. Content that will provide an imaginative escape as well as guidance on where they fit in in an increasingly complex and sometimes scary world. We are a unique voice into the adults of tomorrow, so let\u2019s embrace that. Kids are creative, resilient and fearless. So why should they expect anything less from us?\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
CANNES: Kids\u2019 producers and distributors must be more willing to look beyond the traditional 11-minute and half-hour formats, Deirdre Brennan, the VP of content at Corus Kids, said in her MIPJunior keynote.<\/p>\n","protected":false},"author":290,"featured_media":11105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[905,906],"class_list":["post-11102","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-corus-kids","tag-deirdre-brennan","pmpro-has-access"],"yoast_head":"\n