{"id":23232,"date":"2022-06-10T08:00:28","date_gmt":"2022-06-10T12:00:28","guid":{"rendered":"https:\/\/dev2.worldscreen.com\/tvkids\/latam-kids-sector-focus\/"},"modified":"2022-07-08T11:27:07","modified_gmt":"2022-07-08T15:27:07","slug":"latam-kids-sector-in-focus","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/","title":{"rendered":"LatAm Kids\u2019 Sector in Focus"},"content":{"rendered":"

Nickelodeon\u2019s Migdalis Silva and Grupo Globo\u2019s Luiz Filipe Figueira took part in the final panel of the TV Kids Summer Festival.<\/p>\n

The session, which you can view here<\/a><\/strong>, saw Silva, VP and brand lead for Nickelodeon Latin America, and Figueira, head of programming and content strategy for kids at Grupo Globo, discuss their strategies in conversation with Rafael Blanco, the associate editor of TV Latina<\/em>.<\/p>\n

The panel opened with the executives discussing how their strategies have shifted as kids move more to nonlinear services. \u201cThe landscape has opened a door for amazing stuff we can do with the kids\u2019 world,\u201d Silva said. \u201cThey\u2019re everywhere. As programmers, we must be very smart about where we put the content.\u201d Nickelodeon is deploying a \u201csmart windowing strategy,\u201d she noted. \u201cNot everything goes on the linear side. There\u2019s content that is exclusive to the digital world. There\u2019s content that goes exclusively to our streaming platform, Paramount+. We have content for the linear channels. We have content that goes strictly to our YouTube channel. It\u2019s about how you plan, creating this windowing strategy for the content. We also invest a lot in events where we can interact with the viewers.\u201d<\/p>\n

Gloob, Globo\u2019s flagship kids\u2019 service, has been a \u201c360-degree brand since its inception,\u201d Figueira said. \u201cWe are the newest kids\u2019 channel among all our competitors in Brazil. Back in 2013, a year after its launch and way before this consumption shift to nonlinear, we anticipated that trend and always had in mind that we needed to track kids wherever they were. Our programming and digital teams work closely to provide this interaction, be it on social media or external platforms such as YouTube. We evolved our strategy at the same time that kids\u2019 consumption was shifting.\u201d<\/p>\n

On digital-first strategies, Silva pointed to Garden Academy<\/em>, a preschool learning show developed with the B\u00e9n\u00e9dict International Language School in Ecuador exclusively for the Noggin SVOD service. \u201cIt had such a great response that we commissioned more seasons and then tested it on the linear channel as a short-form, and it worked beautifully. Then we extended it to Paramount+.\u201d Nick Snack<\/em>, meanwhile, was created just for YouTube and was subsequently tested on linear.<\/p>\n

Figueira noted, \u201cWe\u2019ve successfully created several spin-offs in which we were able to try out different narratives, especially those that are digital-native, such as blogs, online gaming and so on. On Globoplay, we\u2019ve been more and more inverting windows and testing content before it goes to linear. So depending on the concept and how the show is in line with Globo\u2019s linear or nonlinear strategy, we\u2019ll decide which window to premiere it in.\u201d<\/p>\n

On the role of acquisitions, Silva said there is a unit buying for the entire global footprint, while she and her team also make local acquisitions, notably in Brazil, where there is a domestic content quota. \u201cAs a company, we try to do everything globally. We used to make acquisitions independently, and then we realized it didn\u2019t benefit the productions. It makes more success when you make a global acquisition, let\u2019s say in the case of The Smurfs<\/em>.\u201d<\/p>\n

As a local player, \u201cit\u2019s easier for us to make decisions and be as fast as possible to track and license or prebuy or make a co-production deal with international IPs that are super relevant in our territory,\u201d Figueira said. \u201cWe\u2019ve experienced enormous success with international brands, carving out international deals exclusively in Brazil. And, of course, our original strategy and IPs are key for us. We\u2019re the only Brazilian kids\u2019 channel.\u201d It\u2019s a 50-50 split between international acquisitions and local commissions, he noted.<\/p>\n

On using data to inform programming decisions, Silva said, \u201cIt\u2019s so necessary. We look through data every day, every week. We gain an understanding of the consumption habits of the audience. Especially now that there are so many windows and options, we need to know where the kids are. We need to know if they\u2019re watching the linear channel, apps or YouTube channel. We need to understand where they are right now. We can determine what is driving that performance. Trends [in what kids are interested in] are amazingly important. You need to be top of mind with them and understand their world.\u201d<\/p>\n

\u201cWe\u2019ve all become data addicts!\u201d Figueira added. \u201cIt\u2019s part of our routine,\u201d with the company tracking habits across linear and nonlinear and hosting focus groups and off-air events. \u201cIt\u2019s always key to get a real-life sense of what kids are feeling and looking forward to watching on TV. But beyond data, there\u2019s always a human eye evaluating content and anticipating trends. We can gather all the data and information, but, you know, we still need that feeling for a show or a concept.\u201d<\/p>\n

On trends to watch for the remainder of the year and into 2023, Silva noted, \u201cI think content creators today need to listen to their audience and see what they\u2019re into. Especially now, with TikTok, everybody can produce content. It\u2019s a big universe out there. It\u2019s a matter of knowing what content you\u2019re going to do. It can be cheap or expensive.\u201d<\/p>\n

\u201cOur audience have become our main competitors today,\u201d Figueira added. \u201cIt\u2019s another level of being a protagonist, isn\u2019t it? They want to host their shows. They want to speak up. It\u2019s fantastic to see. One big challenge for us is that kids are more likely to watch shorter content. And for storytellers, it\u2019s a challenge. Sometimes we can\u2019t say what we want to say in 3 or 4 minutes. At the same time, all those platforms and services somehow look the same for kids. I think that brands will play a very important role in this shifting landscape, especially among kids. So the<\/em> Nickelodeon, the<\/em> Cartoon Network, the<\/em> Gloob, it\u2019s super important for kids, especially in this changing media landscape.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Nickelodeon\u2019s Migdalis Silva and Grupo Globo\u2019s Luiz Filipe Figueira took part in the final panel of the TV Kids Summer Festival.<\/p>\n","protected":false},"author":290,"featured_media":23233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[6538,6539,5973],"class_list":["post-23232","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-luiz-filipe-figueira","tag-migdalis-silva","tag-tv-kids-summer-festival","pmpro-has-access"],"yoast_head":"\nLatAm Kids\u2019 Sector in Focus - 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\/latam-kids-sector-in-focus\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LatAm Kids\u2019 Sector in Focus - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"Nickelodeon\u2019s Migdalis Silva and Grupo Globo\u2019s Luiz Filipe Figueira took part in the final panel of the TV Kids Summer Festival.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-10T12:00:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-08T15:27:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2017\/07\/2022-06-09-LatAm.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"319\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/\",\"name\":\"LatAm Kids\u2019 Sector in Focus - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2022-06-10T12:00:28+00:00\",\"dateModified\":\"2022-07-08T15:27:07+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/latam-kids-sector-in-focus\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"LatAm Kids\u2019 Sector in Focus\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/\",\"name\":\"TVKIDS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvkids\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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