{"id":14327,"date":"2018-05-11T10:01:32","date_gmt":"2018-05-11T14:01:32","guid":{"rendered":"http:\/\/worldscreen.com\/tvkids\/turners-adina-pitt\/"},"modified":"2018-05-14T11:48:28","modified_gmt":"2018-05-14T15:48:28","slug":"turners-adina-pitt","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/turners-adina-pitt\/","title":{"rendered":"Turner\u2019s Adina Pitt"},"content":{"rendered":"

Adina Pitt, the\u00a0VP of content acquisitions and co-productions for Cartoon Network and Boomerang at Turner,\u00a0tells\u00a0<\/em>TV Kids about how\u00a0she sources shows that can complement in-house productions.<\/em><\/p>\n

Pitt sees a lot of children\u2019s programming from all around the world and has a unique perspective on emerging trends. She discusses\u00a0the fact that kids today have numerous entertainment options and content must be offered on all the screens and devices they use.<\/p>\n

\"***Image***\"TV KIDS:<\/strong> What have you learned from the different ways children interact with Cartoon Network content and does that inform the type of content you co-produce or acquire?
\nPITT:<\/strong> One of the things we\u2019ve learned is that everything has to allow for multiple touchpoints. We have to ensure multiplatform storytelling and that has been tremendous learning. When we think about the content we are acquiring, we challenge our producers to try to put themselves in the shoes of the person who is receiving their content. If you have a child who is consuming content in multiple ways, then you have to create a narrative that is native to each one of their platforms. It might be at the inception, when you are thinking about your brand\u2014you\u2019re not just thinking from a linear perspective or a nonlinear perspective; it\u2019s much more holistic than that, it\u2019s both linear and nonlinear. It\u2019s a different challenge and that\u2019s where collaboration very early on is required between networks and producers. It\u2019s about partnering early on and developing how we\u2019re going to map out your brand over time.<\/p>\n

TV KIDS:<\/strong> Are you noticing any trends in children\u2019s programming?
\nPITT:<\/strong> I am very excited to see that people are focusing on kindness. They are focusing on friendship, diversity and inclusion. I\u2019m seeing a lot of female empowerment characters\u2014which is fantastic\u2014but they\u2019re not excluding the boys. I\u2019m seeing people being thoughtful about how they put together their storytelling. I could also talk about reimagined classics being a trend and live action, but I think it\u2019s more interesting to talk about how producers and creators are paying attention to what is happening in the marketplace and in the world. They\u2019re saying, I want to tell a story that is going to impact kids, make them laugh, make them think and almost teach without being educational, and be very positive.<\/p>\n

TV KIDS:<\/strong> If children are exposed to these themes in an entertaining way when they are young, they will remember them.
\nPITT:<\/strong> Absolutely. We are paying attention to how these characters feel and look and how they speak and interact. Whether it\u2019s a human character or an animal or an alien, it doesn\u2019t matter. There are some universal themes that people are touching upon, which gives me great hope in terms of what this community is doing right now for the kids\u2019 space.<\/p>\n

TV KIDS:<\/strong> Are there any new acquisitions or co-productions you would like to mention?
\nPITT:<\/strong> The one I could call out is the new generation of Total Drama<\/em>. That is a brand that has been part of our channel for many years. To go back to Fresh TV and CAKE and take a new creative approach to some of the kids\u2019 favorite characters and make them a little bit younger and have a different storytelling approach was really exciting. Total Drama<\/em> is very, very funny and it was a full-circle moment where you get to see a brand that we didn\u2019t make internally, but feels so much a part of who we are at Cartoon Network. There is such a great brand association with us that it\u2019s exciting to see what they are doing and I\u2019m looking forward to that hitting our platforms soon.<\/p>\n

TV KIDS:<\/strong> Compared to when you started in the business, what added or different challenges do channel brands face today?
\nPITT:<\/strong> This is probably one of the biggest questions. It\u2019s always about great storytelling and giving our consumers what they want. We live in a multiplatform world and finding the right balance between our show brands and our channel brands is a constant. Now more than ever, what we try to do is either create or acquire content that stays true to our brand and hopefully extends our reach. You want to make sure that you are setting a trend and you are relevant to your consumer. It\u2019s an evolving business, but if you think about it, the shows that rise to the top are the ones that connect with the consumer in the most meaningful way, and that is great storytelling.<\/p>\n

TV KIDS:<\/strong> Is it much more complicated to establish a show brand in today\u2019s media market than it was 10 or 15 years ago?
\nPITT:<\/strong> We work very closely with our marketing teams to have these discussions for each individual piece of IP. I would encourage producers to have a franchise approach to the IP that they are developing and to look more holistically at what they are doing. If you reach your consumers everywhere they are and you are telling the stories they want to see, chances are you\u2019re going to have a hit, and that is what the world is striving for. Of course, establishing a brand is difficult, kids have a lot of choices. You have to stand out in a very fragmented market. But that being said, the role of the shows we bring in from third parties is to complement and hopefully scaffold the originals that we are creating. It\u2019s a constant ebb and flow of stopping and assessing, Are we doing this right? Are we hitting them at the right place? How can we perfect this? There is no one method we use for each property. Each property is its own entity and requires its own strategy.<\/p>\n

TV KIDS:<\/strong> What\u2019s new at Boomerang?
\nPITT:<\/strong> I am super excited that we launched an OTT service. It offers yet another place where we can reach our consumers and offer them great unique content through our partnership with Warner Bros. We have also added some third-party IP that fits in nicely with these iconic characters and shows like Scooby-Doo<\/em> and Tom and Jerry<\/em>. That offers us an opportunity to appeal to perhaps a younger demo and be perhaps a little more gender-neutral. Widening our Boomerang [lineup] allows us\u2014not just from a demo perspective but certainly from a genre perspective\u2014to experiment a little bit more and maybe go a little bit younger.<\/p>\n

TV KIDS:<\/strong> What\u2019s missing from the market?
\nPITT:<\/strong> As somebody who sees so much content, it would be that thing that we didn\u2019t know we needed until we see it. When someone comes to us and says, I\u2019m taking this approach, I\u2019ve created these characters, I\u2019ve created this experience, that\u2019s that aha moment where you say OK, we\u2019re going to try this. At Cartoon Network and Boomerang, we\u2019ve never shied away from taking risks, so I would hope that what\u2019s missing is that white space\u2014as producers look at the landscape and I see a lot of common themes, maybe they pivot and go in a different direction and come to us with those ideas. I\u2019m delighted to say that some of the stuff that was missing is now present, as I called out before, some of those themes that people are bringing to the table are very exciting.<\/p>\n","protected":false},"excerpt":{"rendered":"

The VP of content acquisitions and co-pros for Cartoon Network and Boomerang discusses the types of shows she sources.<\/p>\n","protected":false},"author":289,"featured_media":14328,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[15,21],"tags":[3677,811,81,275],"class_list":["post-14327","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-interviews","category-top-stories","tag-adina-pitt","tag-boomerang","tag-cartoon-network","tag-turner","pmpro-has-access"],"yoast_head":"\nTurner\u2019s Adina Pitt - TVKIDS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/turners-adina-pitt\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turner\u2019s Adina Pitt - 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