{"id":9328,"date":"2016-01-22T09:23:09","date_gmt":"2016-01-22T14:23:09","guid":{"rendered":"http:\/\/worldscreen.com\/tvkids\/worldscreen.com\/"},"modified":"2016-01-26T17:27:01","modified_gmt":"2016-01-26T22:27:01","slug":"special-report-family-time","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/special-report-family-time\/","title":{"rendered":"Family Time"},"content":{"rendered":"

A look at how producers and distributors are serving broadcasters\u2019 needs for shows that encourage co-viewing.<\/em><\/p>\n

Kids today seem to be growing up faster than ever before: toddlers with tablets, school-age children with smartphones, tweens with Twitter accounts. They\u2019re media- and tech-savvy from a very early age and use their own digital devices to access content with ease. Parents, meanwhile, are often overworked and over-scheduled, and they too are constantly connected to their own entertainment options. This makes finding family time all the more challenging and more important; thus, the need for shows that can bring everyone together around the TV is rapidly rising.<\/p>\n

Indeed, \u201cco-viewing\u201d has become something of a buzzword in the children\u2019s programming business. It\u2019s hardly a new phenomenon, but it is of greater interest to content buyers and suppliers nowadays. Olivier Dumont, the managing director at Entertainment One (eOne) Family and eOne Licensing, is among the executives who note that there is \u201cabsolutely\u201d a higher demand for kids\u2019 content that can be co-viewed.<\/p>\n

\u201cThere are so-called \u2018hovering parents\u2019 who are much closer to their kids now than [parents] were in the past,\u201d Dumont says. \u201cTherefore, co-viewing is something that is valued not only by kids (which has always been the case), but also by parents, who want to share these experiences with their kids a lot more. Being able to sit together and watch something that everyone will actually enjoy\u2014or at least something that won\u2019t turn off the adults\u2014is important to parents these days.\u201d<\/p>\n

Dumont also believes that the demand for co-viewing content has contributed to the rise in reboots of classic properties. \u201cBeyond prior recognition\u2014which everyone likes on the property side, for marketing purposes\u2014there\u2019s this idea that parents will be able to sit and watch a show with their kids because it reminds them of their childhood and is age-appropriate for their children.\u201d<\/p>\n

Natalie Dumoulin, the VP of creative affairs at 9 Story Media Group, agrees and cites as an example Daniel Tiger\u2019s Neighbourhood<\/em>, inspired by the classic series Mister Rogers\u2019 Neighborhood<\/em>, which ran from 1968 to 2001. \u201cThe parents who watched Mister Rogers\u2019 Neighborhood<\/em> loved Mr. Rogers and know that [his world was] a safe environment,\u201d she says. \u201cDaniel Tiger\u2019s Neighbourhood<\/em> is the 2.0 of Mister Rogers<\/em>. It was developed to speak to parents and kids alike. It reinforces the values that Fred Rogers brought forth, such as helping kids in their daily routines and helping them grow.\u201d<\/p>\n

J\u00e9r\u00f4me Alby, the managing director at Mediatoon Distribution, calls this uptick in remaking classics the \u201cold is the new new\u201d phenomenon and says it is \u201cdefinitely helping the co-viewing trend continue.\u201d<\/p>\n

At MIPCOM, Mediatoon launched Bobby and Bill<\/em>, which is based on comic books that were first published more than 50 years ago. \u201cParents know the characters, and programmers and buyers know the IP, so it helps the show stand out,\u201d Alby says.<\/p>\n

One of the most talked-about recent reboots in the kids\u2019 TV sector undoubtedly is Danger Mouse<\/em>. The original series dates back to the 1980s, making it prime nostalgic co-viewing for parents who grew up following the adventures of the eponymous secret agent.<\/p>\n

FEELING NOSTALGIC
\n<\/strong>\u201cCo-viewing was very much our focus with the new Danger Mouse<\/em>,\u201d says Tessa Moore, the senior VP of global brand management at FremantleMedia Kids & Family Entertainment (FMKFE). \u201cThere is a lot of nostalgia for the show, and parents are very keen to introduce their kids to shows that they enjoyed when they were children. If parents have watched specific programs themselves, they\u2019re more likely to watch them in a new iteration with their kids.\u201d<\/p>\n

Another co-viewing draw for Danger Mouse<\/em>, according to Moore, is that it has two levels of humor. \u201cKids understand the comedy in the immediate dialogue, and parents understand the positional level of humor that goes above and beyond the kids,\u201d she says. \u201cKids really love to watch the action and slightly slapstick comedy. Parents like to watch their kids\u2019 reactions and compare them to their own. Then they have something to talk about later as well.\u201d<\/p>\n

Mediatoon\u2019s Alby echoes the idea that two different levels of humor or two different levels of plot are needed to provide both parents and kids something to relate to.<\/p>\n

\u201cComedy is definitely one of the key ingredients,\u201d he says. \u201cAnother one is anything that relates to family. The Crumpets<\/em> is a very good example of a co-viewing show. It [depicts] the entire family: lots of kids (each of whom has a different personality), dad, mom and even granny\u2014all the generations. When you add comedy to a show that features a family, it helps build a co-viewing opportunity.\u201d<\/p>\n

Peppa Pig<\/em>, part of the eOne Family catalogue, has been a hit with parents and kids alike because of these same attributes\u2014comedy and the portrayal of family. \u201cParents recognize themselves directly in Peppa\u2019s parents or the other adults portrayed in the show,\u201d says Dumont. \u201cBecause it\u2019s done in a humorous manner, [parents] love to compare their families to the Peppa Pig<\/em> family. We see a lot of that on social media, fathers and mothers identifying themselves or their personality traits as Daddy Pig and Mummy Pig in the show.\u201d<\/p>\n

In regard to Ben and Holly\u2019s Little Kingdom<\/em>, another co-viewing success for eOne Family, Dumont says that it\u2019s the humor that brings everyone together.<\/p>\n

Both Peppa<\/em> and Ben and Holly<\/em> are preschool shows, a segment that has typically been tough to attract parents to, because the subjects and humor are somewhat limited to being age-appropriate in scope. The 6-to-11 demographic is often cited as the sweet spot for co-viewing shows, since making content for the tweens and teens segment includes kids who are clamoring for their independence and mom and dad have become oh-so uncool.<\/p>\n

\u201cParents often have a hard time talking to their tween child; they get monosyllabic answers from them,\u201d says Dumoulin of 9 Story, which is working on a new live-action tween series that aims for co-viewing. \u201cThe show that we\u2019re developing features [family-centric] story lines and taps into what we know works in early-childhood TV, in that it opens up discussion and communication bet\u00adween parents and kids. In a less uncomfortable fashion they can talk about what\u2019s going on in their lives [by watching] television together. [The show] won\u2019t appear as educational, but we\u2019re hoping what will come out of it is an open dialogue, because that\u2019s what co-viewing should create.\u201d<\/p>\n

Educational elements are another entry point to securing co-viewing, as is the case with The Inspectors<\/em>, which MarVista Entertainment launched at MIPCOM. \u201cIt is a perfect co-viewing show,\u201d says Vanessa Shapiro, the company\u2019s executive VP of distribution. \u201cIt carries an E\/I [educational and informational] logo in the U.S., so it clearly has educational value. It\u2019s like a family-friendly version of CSI<\/em>.\u201d<\/p>\n

ALL IN THE FAMILY
\n<\/strong>The MarVista catalogue is also home to a range of family-targeted TV movies. In addition to holiday-themed titles such as My Dad is Scrooge<\/em>, 12 Dog Days Till Christmas<\/em> and Northpole<\/em>, MarVista has a slate of Disney telefilms. The latest is Mark & Russell\u2019s Wild Ride<\/em>, which is the second movie MarVista has produced under its multipicture development deal with Disney XD.<\/p>\n

Shapiro says that what these family-friendly offerings have in common is the ability to spark a dialogue between parents and kids. \u201cThey all show you the difference between right and wrong,\u201d she notes. \u201cThey usually have a resolution and a happy ending, and share themes of problem solving or learning to do the right thing. The Inspectors also has themes such as teamwork and perseverance.\u201d<\/p>\n

\u201cWhen parents and children watch media together, they share their ideas and feelings,\u201d says 9 Story\u2019s Dumoulin. \u201cIt presents an opportunity for learning first. That\u2019s a key ingredient for early-childhood co-viewing.\u201d<\/p>\n

Because of this ability to generate parent-child conversations, a lot of co-viewed programming is grounded in real-life situations that resonate with kids. \u201cParents use co-viewing content to relate to their children\u2019s everyday lives,\u201d Dumoulin says. \u201cA good co-viewing show would be more about routines and things that kids actually do, as opposed to, say, being in outer space! It\u2019s the shows that are kid-relatable on an everyday level that parents are attracted to.\u201d<\/p>\n

Having content that parents approve of (and even enjoy!) is a benefit for broadcasters, since parents \u201care the gatekeepers after all,\u201d says eOne Family\u2019s Dumont. \u201cGetting the parents\u2019 endorsement is crucial. We see this with all our brands; if the parents don\u2019t embrace the brand, it\u2019s harder to get their buy-in.\u201d<\/p>\n

\u201cBroadcasters want viewer loyalty and viewer trust,\u201d says FMKFE\u2019s Moore. \u201cIt\u2019s about creating a shared family experience. If you can offer that as a broadcaster, it gives you a definite benefit.\u201d<\/p>\n

Another boost for broadcasters, Moore says, is that co-viewing can drive ratings. \u201cYou\u2019re creating an appointment to view, encouraging viewers to tune in at a particular time. This can drive additional advertising revenues. Family viewing is the holy grail of prime time.\u201d<\/p>\n

DOUBLE DUTY
\n<\/strong>The ad potential of co-viewed programming is certainly part of the allure, agrees Mediatoon\u2019s Alby. \u201cIf you have two people in front of the TV screen, the advertising revenue you get from it is obviously bigger,\u201d he says. \u201cYou can address both kids and parents, with commercials for toys as well as travel, household products, shampoo, etc.\u201d<\/p>\n

Alby also notes that channels are becoming more and more specialized and segmented. He says that co-viewing potential is highest on broad-reach broadcast networks versus niche kids\u2019 channels. \u201cThere are still free-to-air channels that air animation right before or after the evening news,\u201d Alby notes. \u201cThe fact that it\u2019s on a free-to-air, generalist channel helps a lot.\u201d<\/p>\n

He adds that access prime and prime time are key slots for family co-viewing. \u201cOur show Pirate Family<\/em> was aired in many countries on free-to-air television very often at 7 p.m. or 8:45 p.m. The Darwinners<\/em>, which is a mix of The Simpsons<\/em> and The Flintstones<\/em>, was generally aired at 8:35 p.m. on free-to-air.\u201d<\/p>\n

PRIME TIMES
\n<\/strong>Broadcasters are mindful about scheduling shows with the greatest likelihood for co-viewing at a time when both parents and children can be in front of the screen. \u201cInternationally and in the U.S., our movies tend to air on the weekends, because that\u2019s when the family is together at home,\u201d says MarVista\u2019s Shapiro. \u201cOur Christmas movies play very well during the holidays and Christmas break, of course. I see a lot of our international clients looking for shows for Saturday morning blocks or Sunday afternoons.\u201d<\/p>\n

Shapiro notes that due to the increasing number of digital outlets, MarVista has a lot of new emerging clients that are SVOD platforms geared specifically toward kids. Since the offerings are available on demand, the appetite for co-viewed shows is now yearlong.<\/p>\n

\u201cBecause of the rise of new platforms on the digital front, there has been a rise in demand from our clients for family-friendly content,\u201d Shapiro says. \u201cA lot of the new platforms have space dedicated to families and kids, and because of the on-demand factor, you can propose way more content to these customers than you could have with traditional linear channels.\u201d This has been driving MarVista to increase both the production and acquisition of family content.<\/p>\n

9 Story\u2019s Dumoulin points out that \u201cslots\u201d has become a somewhat antiquated term in today\u2019s increasingly digital kids\u2019 TV business, where so much is available on demand. \u201cAs a developer of content, what the SVODs are bringing to us is exciting. We don\u2019t have to be as concerned with slots [or specific channels]. A lot of the barriers are being broken down. Historically, all of the networks have represented very key target age groups. I love the accessibility nowadays and the fact that there are fewer rules! I can develop something for both an adult and a child, and I do think that [SVODs] are pioneering that.\u201d<\/p>\n

Overall, Dumoulin is enthused by the increase in the development of shows that parents and kids can enjoy together and discuss later. \u201cThere\u2019s a need from parents who want to spend time with their kids and want to have that family moment together since we are all so separate, and that is driving the developers of kids\u2019 TV. This has always been the case for films, when great family movies come out in theaters, but now I am seeing it trickling down more and more into TV series.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

A look at how producers and distributors are serving broadcasters\u2019 needs for shows that encourage co-viewing.<\/p>\n","protected":false},"author":350,"featured_media":9329,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[79],"tags":[221,191,232,208,233,231],"class_list":["post-9328","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-features","tag-9-story-media-group","tag-co-viewing","tag-entertainment-one-family","tag-fremantlemedia-kids-family-entertainment","tag-marvista-entertainment","tag-mediatoon-distribution","pmpro-has-access"],"yoast_head":"\nFamily Time - 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\/special-report-family-time\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Family Time - 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