here<\/a>.<\/strong><\/p>\nA Parent Media Co. (APMC), parent company of Kidoodle.TV, was an early believer in AVOD streaming, conceiving of the platform in 2012. \u201cWe believe, as a company, that kids deserve to have a safe place to watch content online,\u201d Bisner said. \u201cAt that time, we saw a migration [of viewing] to areas that were not safe for kids, just fundamentally because of how they were made. Back in 2012, AVOD was an untapped market that had yet to have that much attention in terms of the architecture of how those platforms were going to cater to children. So, we coined Safe Streaming, which are words that we own. We are a Safe Streaming channel for kids under 12, and we adhere to the highest letters of the law when it comes to keeping kids safe\u2014COPPA, GDPR-K\u2014and we take that very seriously as an organization.<\/p>\n
We\u2019ve shifted into a leading AVOD channel, and Safe Streaming has created a movement. Now we\u2019re all talking about kids being safe\u2014something that we have always stood strong in our values about, just like we\u2019ve always stood strong with co-viewing.\u201d<\/p>\n
Bisner continued: \u201cParents are looking for alternatives that are not just safe but also something that is free, with no barrier to entry. With a recession and the cost-of-living squeeze, it\u2019s another really great thing that we can do to ensure that not only families can afford it but that their kids can be safe while doing it.\u201d<\/p>\n
She added, \u201cWe\u2019re a tech company at heart, and everything for us is built so that it is safe\u2014and there\u2019s a reason behind it. We\u2019re a closed platform, so everything is human-vetted; everything is seen by eyeballs, including our adverts, to make sure that kids are seeing content that is not derogatory in language, that is not violent, that is not going to cause nightmares or create or disrupt a situation in their lives that is difficult for them to take on.\u201d<\/p>\n
Bisner then talked about the platform\u2019s performance over the last two years. \u201cOur first point of entry has always been the connected TV market. We were early adopters in that space. We\u2019re available there with no barrier to entry for families. With connected TVs, it taps into our belief of the co-viewing happening in households. So, our performance has grown. The Covid-19 pandemic was an incredible time when everybody was home. Our growth was over 3,200 percent. It\u2019s continued to be steady. Our retention is very high. The content that we have has a very high completion rate. As far as performance goes, some of the biggest brands in the world are on our platform.\u201d<\/p>\n
The platform currently offers more than 40,000 episodes, Bisner said. \u201cWe want to be able to engage with what\u2019s going on with the brand. It\u2019s never been about slapping it up on the channel and hoping for the best. We\u2019re looking at it; we\u2019re making sure that it\u2019s positioned correctly\u2014from a visual standpoint to a content-selection standpoint. How long is the content? What\u2019s the completion rate? Are we giving the audience what they\u2019re looking for? And we can always move things around; we can always change things up to ensure that we\u2019re meeting those demands.\u201d<\/p>\n
On the approach to refreshing content, Bisner observed: \u201cWe\u2019ve taken an approach similar to the traditional broadcast model, where we launch new content on Thursdays. We\u2019re launching anywhere between 10 to 20 new shows a week, depending on what those brands are. A lot of times, it\u2019s more episodes, consistent refreshes. We just started launching movies, which is really exciting for us. We love brands with a social strategy. It is so important to us, and we ask a lot about that because we want to make sure that people know what\u2019s on Kidoodle.TV.<\/p>\n
Once we go live, our partners get access to our analytics portal, which provides backstage access to what\u2019s going on with the content. It\u2019s the daily heartbeat, so our partners can actively see what\u2019s going on. That transparency and honesty, that quality of revenue that\u2019s coming in, is something that we really put a lot of effort behind. Backstage was built for our partners. We\u2019re the only AVOD channel to have something like this (outside of another large AVOD channel).\u201d<\/p>\n
The service is available in 160 territories, Bisner said. \u201cThe markets for us that have always been very strong are the U.S., Canada, the U.K., Australia and New Zealand. Latin America is a very big growing region for us. We\u2019re looking at those markets and making sure that we\u2019re speaking to them in a way that they can understand. Recently we\u2019ve been programmed into Spanish because we have a very large Hispanic audience.\u201d<\/p>\n
Kidoodle.TV has been rolling out originals, such as What\u2019s the Word?<\/em> in Spanish and French. \u201cWe are actively producing and launching interactive content on our AVOD channel, and this is something you\u2019ll hear a lot more about. \u2018Interactive\u2019 is a word that\u2019s circulating in the business (just like the word \u2018FAST\u2019 is). It\u2019s been really exciting to watch this particular show in an interactive form because we see that the completion rate and viewership are a lot higher with that. You\u2019re not just passively watching the content. As we work to acquire content that is completed, we want to be able to bring our interactive components and other ideas to the table that can further advance the engagement of the audience with the content that they\u2019re seeing.\u201d<\/p>\nOn her approach to acquisitions, Bisner said: \u201cPartnership is the name of the game. We want partners that care about what we\u2019re doing. We want partners that have seen Kidoodle.TV, that know what Kidoodle.TV is, that know what they\u2019re engaging in and that it\u2019s a relationship. Completed content is the number one priority. We do not gap finance; we do not co-produce. We\u2019re not going to come to the table and save the day on some old-school business-structure models we\u2019ve seen in the past. We\u2019re looking for content that you have ready to go that has a proven audience around it. It is really important that there is a campaign or social strategy. There\u2019s a lot out there in the marketplace. How are you going to get to the front? The packaging of that content, what makes it different? If it\u2019s everywhere for free, why should people care about that? From a brand-owner perspective, I\u2019m always encouraging partners to look at what they have, how they can package it and what their visuals are to engage the audience.\u201d<\/p>\n
Bisner added: \u201cWe look for non-exclusive AVOD rights, and we have a 30-day out clause (or what I call a breakup clause) if that\u2019s necessary. It\u2019s not something that we exercise a lot because our partners are always happy with us. Come to the table with a clear package of what it is and how much of the world is available because we do seek worldwide [rights], though we can geo-block within reason. One of the special things for us is we know that our sweet spot is about nine to ten minutes in length.\u201d<\/p>\n
On the growth plans for Kidoodle.TV this year, Bisner noted: \u201cA Parent Media Co. has many babies. We have our Safe Exchange business. Advertising is very important for us. We only serve adverts that are safe for children and work with partners that can provide those.<\/p>\n
Our global expansions, our platform expansions, our foreign-language content, our interactive content. How we\u2019re going to be looking at creators and the creator marketplace and how we\u2019re going to help families. All of those things are really big. They\u2019re all major areas of our business that we\u2019re planning for. We\u2019re in a position now more than ever to show up in a big way for everyone.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Brenda Bisner, chief content officer at Kidoodle.TV, revealed what\u2019s driving its usage gains across multiple markets and platforms at the TV Kids Festival today.<\/p>\n","protected":false},"author":290,"featured_media":24669,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[4595,142,5723],"class_list":["post-24668","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-brenda-bisner","tag-kidoodle-tv","tag-tv-kids-festival","pmpro-has-access"],"yoast_head":"\n
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