During a session in Annecy, Super RTL\u2019s Marion Winter and Kerstin Viehbach talked about the children\u2019s brand Toggo, discussing content wish lists and rights needs.<\/p>\n
Winter, senior manager of content acquisitions and co-productions at Super RTL, and Viehbach, commissioning lead for kids\u2019 fiction, emphasized the strengths of the Toggo children\u2019s brand.<\/p>\n
\u201cToggo is our kids\u2019 brand, under which, as an umbrella, we have all kinds of children\u2019s entertainment content for daytime,\u201d Winter said. \u201cWe like to offer content to watch, listen, play and participate. We try to focus on the needs of children everywhere they are: on air, off air, online and with live events.\u201d<\/p>\n
Toggo comprises school and preschool, though it used to be two brands, but everything is now combined.<\/p>\n
\u201cEverybody knows us as Super RTL, but our main brand for children is Togoo,\u201d Viehbach said. \u201cWe are really successful with it. Everything is under the label Toggo, but not everybody knows it.\u201d<\/p>\n
Winter added, \u201cWe pursue a multiplatform approach, and we try to build brands with the shows we acquire or co-develop. That\u2019s our DNA. We don\u2019t have a studio background as some of our international partners have. We are really relying on partners. We try to build a brand out of it for our territories.\u201d<\/p>\n
The footprint spans linear free-to-air with Toggo and the time-shifted Toggo Plus; digital with RTL+, the Toggo app, a presence on YouTube Kids and YouTube, Toggolino, Pluto TV and TikTok; audio with Toggo Radio; licensing; and events with the Toggo Tour, which reaches in ten Germany cities<\/p>\n
\u201cWhat we don\u2019t reach is the older kids; it\u2019s really difficult,\u201d Viehbach. \u201cIn the linear space, they stop watching TV at the age of 7 and you can find them on SVOD and apps and all the platforms. We are trying to get them back.\u201d<\/p>\n
The plan for doing this involves the expansion of aspirational content and visually older formats, more gaming video content with TOGGO GG<\/em>, the new lifestyle magazine TOGGO HypeZeit<\/em>, the TOGGO Touchdown<\/em> football magazine, SVOD-exclusive live-action formats and a live-action show called Uferpark <\/em>in production.<\/p>\n \u201cOur target demo is 2 to 13, but the absolute sweet spot is 6 to 11,\u201d Viehbach said. \u201cWe are trying to be gender-neutral. We have to reach a broad audience. We can go a little bit more niche in the digital space, with boy-skewing, girl-skewing, boys\u2019 action, but we still need shows for linear; therefore, we need gender-neutral shows.\u201d<\/p>\n The programming breakdown looks something like 80 percent animation, 20 percent live action, and 60 percent with an episodic format and 40 percent being slightly serialized.<\/p>\n \u201cWe are trying to build up the live-action slate,\u201d Viehbach said. \u201cFor shows like Uferpark<\/em>, we need additional programs, so we are on the lookout for live action. We prefer episodic stories because you can repeat them again and again and mix new seasons with old seasons. We are also fond of, and know that older kids like, stories that are more deeply told and lean into action-adventure. Comedy is key, but if you have a cool action-adventure show, we don\u2019t destroy it with too much comedy. We also want to intrigue children and generate fandom. We think it\u2019s really crucial that our topics are relatable.\u201d She then pointed to the success of Angelo Rules<\/em>, which centers on a boy, his school, family and friends but with a \u201clarger-than-life\u201d aspect to it.<\/p>\n \u201cWe also like to travel into big fantasy worlds,\u201d Viehbach continued. \u201cIf we have a new show that nobody knows, we need a lot of episodes. If we air it in half-hour slots with that many minutes back-to-back, we need a lot [of volume] so that children can find it on Toggo.\u201d<\/p>\n She added that in working with producers, the idea would be to get approached at the very beginning. \u201cWe prefer to work together with people who are attached to a production company because it has to be realistic. But if there\u2019s a one-pager with a cool idea and it\u2019s not attached to a production company, we also have also ideas about who to work with. We do co-developments. We don\u2019t do co-productions, but we do prebuys. That means we are following a production process from the very beginning, looking at each production step and giving a lot of editorial feedback.\u201d<\/p>\n Winter said that while there are different ways of working together, \u201cthe best thing is to get all rights. If you have more partners already attached, it\u2019s a bit difficult because you have to share. The rights we need are free TV, all kinds of VOD rights\u2014AVOD, SVOD, catch-up\u2014and all rights to create clips, compilations and games. We want to be free to integrate it into our various platforms, so there\u2019s a huge variety of rights that we try to cover. The better we are with that, the better we can build the brand.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" During a session in Annecy, Super RTL\u2019s Marion Winter and Kerstin Viehbach talked about the children\u2019s brand Toggo, discussing content wish lists and rights needs.<\/p>\n","protected":false},"author":350,"featured_media":27790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[9617,9618,136],"class_list":["post-27789","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-kerstin-viehbach","tag-marion-winter","tag-super-rtl","pmpro-has-access"],"yoast_head":"\n