here<\/a>.<\/p>\n\u201cSo many of us have been struggling either to get content made or to keep platforms alive. It reminds me of a long time ago. In the \u201970s, all of kids\u2019 television was pretty much confined to Saturday morning. It was not our most robust moment in the kids\u2019 media landscape. A lot of programming had to sell toys in order to survive. It was not a great moment of innovation, and it was not a great moment for kids. We similarly have some very large platforms right now that seem to have put kids a little bit in the corner. You need a moment like this to create a renaissance. I think we are poised for a breakthrough in how we re-reach children. It\u2019s been a long time since we\u2019ve done something remarkable, and we\u2019re due, so I remain optimistic.\u201d<\/p>\n
Brzoznowski asked Ascheim how a new piece of IP can cut through in a market where known IP is the mantra. \u201cThe two most popular shows of the last few years on television are Bluey<\/em> and CoComelon<\/em>, neither of which come from existing IP,\u201d Ascheim said. \u201cClearly, there\u2019s a path for new and original work to break through. It would be misleading to say that\u2019s the norm. It\u2019s not the norm, right? Those are two really good pieces of content that have found novel ways to reach their audience. It helps to have stuff that\u2019s known for a lot of reasons, partly because when we\u2019re marketing to kids, which has gotten ever more complicated, we also want to market to parents. When we market to parents, things with known and familiar IP go a long way toward making something sampled. In either case, it has to feel novel, and that\u2019s something we all have to keep working on.\u201d<\/p>\nThe conversation then moved to the discoverability challenge. \u201cWe\u2019ve underplayed the value of marketing and PR in the streaming-driven generation. It really matters. Our best marketing is our content. It has to be distinctive. Too much content that looks too much like everything else is very hard to get discovered because it doesn\u2019t stand out.\u201d<\/p>\n
Ascheim continued: \u201cAlmost every show we know that\u2019s successful for kids does well across multiple platforms. People usually pick their platform, and they pick the show they want to watch on that platform, even if it\u2019s available in multiple places. I\u2019ve seen that research repeated over many, many shows for children, for teens, for adults. One would think that the best and ideal strategy is to get it as many places as possible. It also used to be easier to make money as a content creator than it is today. A place like YouTube, while wonderful for exposure, is not a great place to make money unless you\u2019re a very successful influencer. So, using a place like YouTube for exposure but finding a more traditional or a more well-paying platform for how you monetize your content also seems key to keeping the ecosystem viable.\u201d<\/p>\n
As the keynote wrapped, Ascheim offered up some words of wisdom for IP owners making sense of the market disruption. \u201cBuckle up; it\u2019s going to be a minute,\u201d he said. \u201cThis is not going to be an easy time for any of us. We always go through tumultuous times. Being great is your best strategy. Trying to find ways to make sure you\u2019re digging deep to find the creative that inspires you and will inspire the audience is always your best strategy. It is less clear how we\u2019re going to bring that forward. Therefore, the other thing to remember is that whatever got us here is probably not going to get us there. So, be great, and be forward-looking. That\u2019s back to: Look at the audience, understand what they\u2019re caring about, and make sure you\u2019re anticipating, not just chasing.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
An industry veteran who has led some of media\u2019s most iconic kids\u2019 brands, including Nickelodeon and Cartoon Network, Tom Ascheim shared his expertise on engaging with youth audiences at the TV Kids Festival.<\/p>\n","protected":false},"author":290,"featured_media":26777,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[81,96,9032,5982,5723,9024],"class_list":["post-26776","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-cartoon-network","tag-nickelodeon","tag-pith-pixie-dust","tag-tom-ascheim","tag-tv-kids-festival","tag-tv-kids-festival-2024","pmpro-has-access"],"yoast_head":"\n
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