Pre-school entertainment still growing strong felicia williams
stroll down any Australian shopping strip will tell you that Australia is experiencing a baby boom, so it should come as no surprise that the last five years has seen a boom of its own in the pre-school entertainment category.
Much of the growth in the category has been fuelled by pay TV providers realising that the popularity of pre-school blocks in regular children’s programming warranted its own channel.
Nickelodeon’s marketing director David Ray says parents want a dedicated area for pre-schoolers.
“There needs to be an environment where carers and kids can come together,” Ray says.
“As media has become more fragmented, there’s a desire for parents to find a dedicated place for kids to enjoy what they’re being entertained by.”
Walt Disney Television’s Australian and NZ MD Michael Cairns says Australia’s growing pre-school entertainment category is part of an international trend that has seen “networks come to identify the specific viewing needs of this clearly defined and important demographic”.
The statistics in children’s magazines also demonstrate an international trend. In the UK for example, there are 25 titles aimed at kids under seven—although anecdotal evidence suggests there are many more.
“We’re dedicated to serving this important age group, their parents and carers, with programming that encourages learning, participation and interaction in a safe and trusted environment,” Cairns says.
Disney initially ran a pre-school programming block on the Disney Channel, as did Nickelodeon with its Nick Junior channel.
“Research told us that parents loved what was on offer, but they wanted the programs to be available at the times when they were able to watch,” Cairns says.
Publisher of ACP’s Disney Princess and Little Friends, Sharon Christal says its research shows 73% of parents read to their children every day, with nine in 10 parents agreeing Disney Princess and Disney Little Library books help their child to read.
“The feedback from parents, carers and teachers has been really positive. Learning through play is crucial to a child’s development and Little Friends creates an environment that’s fun,” Christal says.
But it is not an environment without advertising.
“It’s no secret that kids are tough negotiators and are having more say in what brands ends up in mum’s shopping trolley. Even at four, kids have a huge influence on household purchases. So if you want to target mums, your brand needs to be in magazines like Little Friends,” Christal says.
To enable advertisers to “leverage the power of Disney” it has developed integrated sponsorship packages that include online, on air, in print and sampling opportunities, Christal says.
Director for Turner Entertainment Networks (which controls Cartoon Network’s Tiny TV) Michele Schofield says pre-school programming offers a “safe environment” where youngsters can follow an engaging story suited to their level of understanding.
Her colleague Sally Cunningham, in charge of advertising, says since the channel started taking advertising in October last year there are many opportunities for brands looking for an “uncluttered environment with a very defined target audience”.
“Advertisers don’t have to compete with a myriad of messages as with general entertainment channels and other advertisers promoting the same sort of products.”
However, Cartoon Network’s Tiny TV takes its charter to the pre-schoolers seriously, vetting the appropriateness of all interested advertisers.
“To maintain the integrity of the philosophy of Tiny TV, educational toys have been the primary advertiser within that block since its launch with products such as Leap Frog and Fischer Price,” Cunningham says.
The network also works with advertisers who want a more tailored package.
“One example would be competition spots if the product and the prize offering are of value to that age group. Tailored vignettes could also be produced if the content had educational and informative value for the viewer and if the advertiser could provide a reasonable amount of material for us to work with,” she says.
According to Cairns not all channels have made the decision to advertise, with Disney keeping its position not to include advertising “under careful review”.
“Our priority is to ensure that we stay true to our brand promises through our quality programming offering.”
Nickelodeon’s David Ray stresses the channel follows its kids’ TV guidelines “to the absolute letter”.
He believes advertisers need to understand that: “carers watch with kids, so there’s a tremendous amount of co-viewing. You have a much wider and interactive audience”.
In 2006, the boom in pre-school entertainment is set to continue. Nickelodeon is rolling out Dora the Explorer, Lazy Town––a program with an emphasis on getting up and active––and a new take on kids’ entertainment by the Umbilical Brothers, The Upside Down Show.
Meanwhile, Disney is turning back the time with old-school characters entertaining in Disney’s Mickey Mouse Club House, and learning shows such as Little Einsteins, JoJo’s Circus and Higglytown Heroes.
Not to be outdone, Tiny TV is launching a new Sesame Workshop series called Dragon Tiles, as well as Gordon the Garden Gnome and Bottle Top Bill.
