Page 39 - The Channel Issue 2 2010

the UK, Europe, Canada, the US, from Asia, Australia. For the classic content, we have a series of long-term deals with content suppliers like Marvista, BBC Worldwide, Sesame Workshop, Fremantle. Then we have the first-run content which comes largely from our shareholders [NBC Universal, Cookie Jar Entertainment and Corus Entertainment]. Other content we co-produce or commission, for example Boo &Me is a co-production with Inspidea in Malaysia. We look for the KidsCo value - whether the values of quality entertainment, good story telling, good characters and safe environment are imbued in the content.

What does your audience like particularly?

We have audience data only in some markets. We do get feedback via the website and via competitions and anecdotally. In terms of a few key trends, Sonic the Hedgehog is definitely a character that seems to resonate almost everywhere in the world. The adventures of Boo & Me, our original series about the orang-utan based in the jungles of Borneo is also incredibly popular, as are the classic adventures of Paddington Bear. And then you get great CG modern looking shows like The Future is Wild. All those things fit under our brand. So you get a multiplicity of voices and styles.

Where is your audience?

We are now in 83 countries. We are in Vietnam, in Korea, in Thailand, in Singapore, Philippines, Indonesia, Papua New Guinea, and Mauritius and Sri Lanka. We are in Australia, right across the whole of Africa and in May we also launched in South Africa. We are across the Middle East including Afghanistan, Iran, Iraq, we are in Eastern Europe and Russia, and we are across Western Europe, with the UK set to launch later on this year. New territories yet to launch will include Scandinavia, Latin America, and Japan.

What do youoffer for VODandmobile?

VOD enables a child to delve

deeper into the library and look at content that is not available on the linear channel, or to watch things again.

For example with ONO in Spain or OTE in Greece we have a full localised channel, but we also have a VOD service to accompany it. We have a couple of mobile services currently in Asia, this gives the KidsCo brand a presence outside the home. We think it's very important that KidsCo has a presence on any device that children may choose to access their content. Interactivity is enabled by the website where there's lots to do.

Do you want to compete with the Disneys of this world?

I worked for the Walt Disney company for a long time, and Disney is a fantastic brand. But they are focusing largely on live action and on tween girls with shows like High School Musical, Hannah Montana, Suite Life of Zack and Cody, whereas we are targeting younger children, primarily with animation. And of course, we are a much smaller operation than Disney. What we can do is provide an alternative and cater for an audience otherwise uncatered for and in that sense we are complementary to Disney.

You broadcast in different languages – is dubbing a problem?

We spend a lot of money on dubbing, but it is a very important component of what we do. It is critical that children have content in their own language to relate to, so localisation is very important. Many markets though welcome English as well and in fact we offer multiple languages in certain markets.

How do you handle advertising?

Advertising is very much a secondary revenue source for us that sits on top of our main revenue stream which comes from carriage fees. It's limited amount of advertising on air and tends to be bigger brands, advertising movie releases and such like.

CHILDREN’S | THE CHANNEL

We think it's very important that KidsCo has a presence on any device children choose to access their content

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Tell us about your joint venture with NDTV.

India is a fascinating and challenging market, with lots of platforms, lots of languages. NDTV will represent us to satellite and cable platforms, negotiate any deals for us and be our ears and eyes on the ground in India. We are working with them as partner to secure KidsCo's launch in India which hopefully will be at the end of this year or beginning 2011.

What else is in the pipeline?

There will be at least a dozen more launches between now and the end of 2010 into existing and new territories. We'll also expand our non-linear services and we're about to relaunch our website with a whole new look with enhanced games, interactive features and full motion video. That'll keep us busy. We are having a great time, and KidsCo's growing very fast. There is such an appetite for what we are doing.

Paul Robinson, thank you.