{"id":27700,"date":"2024-06-06T08:23:20","date_gmt":"2024-06-06T12:23:20","guid":{"rendered":"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/"},"modified":"2024-06-06T08:50:13","modified_gmt":"2024-06-06T12:50:13","slug":"creative-keynote-keith-chapman","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/","title":{"rendered":"Creative Keynote: Keith Chapman"},"content":{"rendered":"

Keith Chapman, the renowned creator of PAW Patrol<\/em> and Bob the Builder<\/em>, closed day two of the TV Kids Summer Festival with his thoughts on navigating the kids\u2019 media landscape.<\/p>\n

The keynote, which you can watch here<\/a>, was moderated by TV Kids<\/em>\u2019 Kristin Brzoznowski, who started the session by asking Chapman for his thoughts on creating new global IPs today. \u201cWhen I first started, there hadn\u2019t been that many big global breakout hits,\u201d Chapman said of the launch of Bob the Builder<\/em> in 1999.<\/p>\n

After an initial 13-episode order by the BBC, Bob the Builder<\/em> quickly became a preschool hit, running for a whopping 20 seasons. \u201cI think I hit the market at the right time with that one,\u201d Chapman said. \u201cMattel, which owns Bob<\/em> now, is going to make a Bob<\/em> animated movie with Jennifer Lopez\u2019s company, and she\u2019s got some Hollywood stars involved. That is amazing because that will refresh the brand and keep him going for a new audience.\u201d<\/p>\n

Chapman then talked about how the creative process is evolving to meet the needs of the landscape today. \u201cThe way that we used to create shows\u2014and the way I still do\u2014[they have] a true story arc; we\u2019re talking about the 52×11 traditional model or maybe 26 episodes. The more episodes you can get, the more chance you have of building a brand. But it\u2019s been fragmented with all these new platforms coming on board, short-form on YouTube and TikTok, and Roblox. It\u2019s a different way of doing things with these new, young creators. For people like myself who\u2019ve been in this business for 25, 30 years, I still believe that in that classic preschool age group, from 2 to 5 especially, it\u2019s still that age of innocence; kids have not been corrupted. They will still sit down and watch those more traditional types of shows. Bluey<\/em> has proved that recently. It\u2019s still possible to get that breakout hit. Beyond 5 and 6, they\u2019re more corrupted with technology, and they\u2019re watching stuff [that has] quick editing, quicker imagery, the storyline is less important. It\u2019s more visuals, style and music.\u201d<\/p>\n

Brzoznowski asked Chapman about the keys to creating IPs that will lend themselves to L&M and other extensions. \u201cI\u2019m more commercial-minded, having come through an advertising background, working on brands where I had to find what we used to call the USP, the unique selling proposition, of that particular product, trying to find the big idea. What would capture the audience\u2019s imagination and make it compelling to buy that product? I still use those skills in the way that I approach creating shows. I\u2019m always looking for that big idea.\u201d<\/p>\n

PAW Patrol<\/em> emerged from a brief from Spin Master for a boys\u2019 action-adventure show featuring emergency vehicles. \u201cThey were a toy company and needed to relate it to what they did. The idea was a simple one-liner: rescue pups that rescue people, and their kennels transform into vehicles. Those two little ideas became a really strong idea that scriptwriters could take and turn into a thousand storylines. I\u2019m always looking for that idea that is adaptable and versatile.\u201d<\/p>\n

Chapman\u2019s current slate includes Jonny Jetboy<\/em> with WildBrain and iQIYI in China, with WinSing handling the animation, and the animated feature Ozi: Voice of the Forest<\/em>, based on an idea Chapman has had for 14 years. Leonardo DiCaprio is co-producing, and the voice cast includes Laura Dern, RuPaul and Djimon Hounsou.<\/p>\n

Ozi: Voice of the Forest<\/em> marks Chapman\u2019s first long-form feature cinema release. \u201cI had to invest quite a lot of my own money to get it going, get a script written based on my treatment, get some songs written and go on this journey, sending the scriptwriter off around the world to the rainforest to get his facts right, both of us going off to studios in Taiwan, Germany and Korea. It\u2019s a much bigger financial commitment when you get into movies.\u201d<\/p>\n

Asked for his advice to up-and-coming animators, Chapman conceded that \u201cit\u2019s getting harder. It\u2019s tough for me to get a show away, and I\u2019m still trying to get shows away that I created years ago. They are with production companies, with bibles, trailers and scripts. And I\u2019m looking at these things and thinking, why is nobody picking this up? Obviously, I can get in the door with my track record, but it\u2019s still tricky to get a show greenlit. For a young creator, it\u2019s a tough world to come into. There are so many more people doing it than when I started. Thousands more creators, animation companies and production companies creating their own IP worldwide. All the countries have upped their game and quality over the years. They\u2019re all pitching to the same broadcasters, but the broadcasters are swamped with materials. And even then, their slots are filled up because all the budgets are spent. They\u2019re talking about \u201927 or \u201928. But, of course, they haven\u2019t got the budgets released for those years, so everybody\u2019s hanging tight until those budgets come through. You really have to be very determined and stay in it for the long game. And it costs money to do that because it\u2019s all speculative. You\u2019re all spending tons of money and time on these things, and if they don\u2019t get picked up, it\u2019s money wasted. Everybody is doing it because they love what they do. That\u2019s the most important thing: You have to love what you\u2019re doing. And just hope, keep fingers crossed, that you get a lucky break.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Keith Chapman, the renowned creator of PAW Patrol and Bob the Builder, closed day two of the TV Kids Summer Festival with his thoughts on navigating the kids\u2019 media landscape.<\/p>\n","protected":false},"author":290,"featured_media":27701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[266,8378,4997,808,9549],"class_list":["post-27700","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-bob-the-builder","tag-jonny-jetboy","tag-keith-chapman","tag-paw-patrol","tag-tv-kids-summer-festival-2024","pmpro-has-access"],"yoast_head":"\nCreative Keynote: Keith Chapman - 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\/creative-keynote-keith-chapman\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creative Keynote: Keith Chapman - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"Keith Chapman, the renowned creator of PAW Patrol and Bob the Builder, closed day two of the TV Kids Summer Festival with his thoughts on navigating the kids\u2019 media landscape.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-06T12:23:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-06T12:50:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2024\/06\/5-Chapman.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"394\" \/>\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\/creative-keynote-keith-chapman\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/\",\"name\":\"Creative Keynote: Keith Chapman - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2024-06-06T12:23:20+00:00\",\"dateModified\":\"2024-06-06T12:50:13+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/creative-keynote-keith-chapman\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Creative Keynote: Keith Chapman\"}]},{\"@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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