What Kids Want on Television

1
What Kids Want on Television

• SUBSCRIPTION TV MEDIA BRIEFING
• by
• 11 DECEMBER 2002

2
The untold success story

• 7 years ago kids had the ABC and one compulsory
  hour on the Commercial Network
• That all changed when Subscription TV came along
  - 4 dedicated channels each with something
  different to offer
• Movies and sport are talked about as the drivers
  of subscription TV - kids channels are the great
  untold success story
• Kids in Subscription TV households dont know
  what the dark ages were like
• We deliver and kids respond

3
Agenda

• Why childrens channels are so successful on
  subscription television
• who watches
• what they watch
• why they watch
• How do kids channels fit into the platform
• Family friendly television - what parents think
  and why
• Australian content on kids TV, plus who we employ
  and train
• Whats in store for this summer?

4
Kids TV - the Statistics

• In Subscription TV homes at Xmas kids spend 70
  of their viewing time watching subscription TV.
  At other times it is 55-60.
• 46 out of 47 weeks Subscription TV beat
  Terrestrial TV in the kids category.
• Kids channels are top ten performers on a total
  people level there are consistently 3 kids
  channels in the top ten Subscription channels
• Over 1 million kids watch subscription TV every
  week.
• Kids channels beat Terrestrial channels in
  Subscription households for 10 of the 11 months
  to date in 2002

Source AC Nielsen National Pay TV Report,
Sun-Sat 6.00am-8.00pm 5-12 year olds
5
Kids Channels beat Terrestrial TV in
Subscription Households

• In 10 of the 11 months in 2002 to date kids
  channels have beaten Free to Air

Source AC Nielsen National Pay TV Report,
Sun-Sat 6.00am-8.00pm 5-12 year olds, Kids
Channels Nickelodeon, Fox Kids, Cartoon
Network, Disney Channel
6
Who Watches

• Kids watch channels that are programmed just for
  them
• 42 of the kids channel audience is kids aged
  5-12
• 7 of the Free To Air audience is kids aged 5-12

Source AC Nielsen National Pay TV Report,
Sun-Sat 6.00am-8.00pm 5-12 year olds, Kids
Channels Nickelodeon, Fox Kids, Cartoon
Network, Disney Channel, FTA 2,7,9,10 and SBS
7
Preschool

• In the 0-4 year old demographic Kids Channels
  beat Terrestrial

Source AC Nielsen National Pay TV Report,
Mon-Fri 9.30 -2.30, 0-4 year olds, Kids Channels
Nickelodeon, Fox Kids, Cartoon Network, Disney
Channel, Terrestrial 2,7,9,10 and SBS
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What They Watch

• Power Rangers
• Sailor Moon
• Digimon
• Big Wolf on Campus

• Zoids
• Scooby Doo
• Ed, Edd and Eddy
• Dragonball Z

• Rugrats
• SpongeBob
• SquarePants
• Hey Arnold
• Saved By The Bell

• Recess
• Lloyd in Space
• Kim Possible
• Sabrina

Source AC Nielsen National Pay TV Report,
November 2002, 000s, 5-12 year olds
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Why They Watch

• There is a unique environment provided just for
  them the only place where they are important
  enough to get their own channel is obviously the
  place that kids want to be
• The childrens channels in Australia provide that
  special environment
• Nickelodeon is TV That You Can Do which is just
  for kids
• Disney is family entertainment
• Fox Kids talks to teens and tweens
• Cartoon Network delivers the best animated
  entertainment

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We Program for our Audience

• On kids channels the kids dont have to fit in
  around the adults the programming and the prime
  time viewing is all about kids!
• Kids channels have multiple prime times
  depending on the audience
• toddler time
• teen time
• We create personalities which appeal to kids
• Many kids shows come to subscription before they
  go to ordinary television - we are active in the
  market sourcing and creating content
• There are other channels on the platforms which
  complement what we do e.g. music channels,
  documentaries or general entertainment

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How do kids channels fit into the platform?

• Subscription TV is about choice and convenience,
  you watch what you want when you want to.
• This is true across and between genres - Kids TV
  is no different
• Subscription TV is about serving niche audiences-
  kids are a very big niche.
• Kids TV fits into a spectrum of programming for
  young people and families from the kids channels
  themselves to documentaries, music channels,
  general entertainment, movies and sport.
• Take up and retention by our subscribers is all
  about perceived value - providing something for
  the kids is critical to this equation.

12
Family Friendly Television

• What Parents Think and Why
• 80 of parents with subscription television
  consider childrens channels as a very important
  reason to subscribe or continue to
  subscribe.(Market Tracking Study, The Leading
  Edge, 2002)
• Parents turn to subscription television because
  they can trust it and they know that there is an
  environment created just for their children
• Parents know there is always something suitable
  to watch.
• Scheduling is linked to kids prime time, so what
  is on varies depending on which age groups are
  watching.
• Almost nothing above G is shown, occasional PG.
• Every hour is checked for compliance and
  schedules are changed if necessary, eg removed
  shows with planes after Sept 11. Edited versions
  are made for the channel

13
Parents Know and Trust us

• In the evenings there is programming the whole
  family can watch, eg family movies and family
  general entertainment programming.
• Unlike Commercial TV, there are no stingers for
  the news played on kids channels breaking into
  the trusted environment we have created.
• When disasters happen ratings go up as families
  watch channels where they know kids feel safe.

14
Kid are engaged by more than TV
At Cartoon Network we have come up with the
concept of the Total Immersion Cartoon
Experience

• We are constantly seeking ways of bringing the
  brand alive and getting the properties closer to
  the audience.
• Out of the TV and into kids everyday lives.
• We build relationships with kids.
• Why do we do this? Kids expect it

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Kid are engaged by more than TV

• Localization is key knitting ourselves into the
  local cultural fabric
• From IDs, interstitials, and contests
• Supporting community projects like Little
  Nippers, Winter Sleepout and Teddy Bears Picnic.
• But through extending the Worlds largest cartoon
  libraries, from
• Warner Bros, MGM and Hanna-Barbera
• Cartoon Network originals
• Enables us to provide many different consumer
  touch points.

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Kid are engaged by more than TV
VIDEO GAMES
LIVE EVENTS
THE WEB
MOBILE CONTENT
DVDs
MAGAZINES
MOVIES
MUSIC
CLOTHING
THEME PARKS
ACCESSORIES
CONSUMER PRODUCTS
Is a LIFESTYLE
HOME VIDEOS
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OK, add this all together and what do we have?

• We have the power of INTEGRATION.
• Unique content aggregation across multiple
  platforms.
• We are able to engage kids through our numerous
  characters and have the kids immersed in the
  cartoon experience.

18
We Create, Commission and Show Great Australian
Content

• Between 1 January 1995 and 30 June 2002 we
  broadcast
• over 28,000 hours or 1,197 days (over 3 years)
  of Australian Childrens Programming
• We spent over 36 million on Australian
  childrens content
• Between 1 July 2001 and 30 June 2002 we broadcast
• 4,030 or 167 days (24 hours a day) of Australian
  Childrens Programs
• In that period we spent over 7 million on
  Australian Childrens Programs

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• Australian Content
• Between 1 July 2001 and 30 June 2002 we broadcast
  over 450 hours or over 18 days of New Australian
  Childrens Programs
• In that time we spent over 4.6 million on New
  Australian Childrens Programs
• Between 1 July 2001 and 30 June 2002 we broadcast
• 367 or over 15 days of Australian Childrens
  Drama Programs
• We spent almost 2 million on Australian
  Childrens Drama Programs