MIPCOM 2016: kids content reflects a fast changing industry

One of the most important changes nowadays is audience, both in terms of how they watch content, and their new role as an active player. According to Deirdre Brennan, Corus TV (Canada), Netflix and Amazon have shown that is possible to break standards and get out of the 11´ series. ‘It’s not shaped to the demands of our audiences. Now we can see a big opportunity driven by a big change in society. The gap has disappeared and parents and children have a more inclusive relationship. Kids want to share their experiences’.

But these changes are reflected not just in producing content, but also in distribution. ‘Two years ago we were looking for shows of 13, 26 or 30 minutes, with exclusive rights for linear TV. Today, if a distributor or producer comes to us, it must have rights for all platforms’, a buyer told Prensario. According to some distributors, this forces them to choose more carefully which titles to represent, and to ensure all the rights, instead a bunch of them with just lineal options.

In terms of content, each platform seems to have found the genre that fits best to it. Tara Sorensen, head of kid programming at Amazon Studios: ‘Even when we are open to anything unique that hasn’t been done before, right now we are looking to fill the pipeline in animation’. Broadcasters such as Canal+ (France) are looking for more cultural shows and live action, according to Laurence Blaevoet, head of children programmes and channels. Regarding Pay-TV, creativity and strong characters that can give and identity to a channel are still on top for Marc Buhaj, SVP and general manager of Disney XD, but he remarks: ‘The thing that still eludes us when looking for gripping stories and great characters that you want to spend time with, is how that truly works as a digital property’.

Regarding the trade show, the “World Premiere TV Screening” of Jim Henson’s new series “Splash and Bubbles”; the “MIPJr. International Pitch” were among thehighlights of the first day. At the opening party, the French production company Millimages celebrated its 25th anniversary. Today, it stands as a “Snack and See” of Ben 10 series, a keynote of Catherine Balsam-Schwaber, COO, Mattel, and the world premiere of “Grizzy and the Lemmings” (Hari International).

Regarding MIPCOM, which starts tomorrow, expectations are high. Reed Midem forecasts 13,700 participants and close to 4,800 buyers, including 1,600 buyers from VOD and digital platforms. The highlights include the “Personality of the Year” award to producer Shonda Rhimes; mastermind keynotes from Ben Sherwood, co-chair, Disney Media Networks; David Linde, CEO, Participant Media; Kazuo Hirai, CEO and president, Sony Corporation (Japan), Sean Cohan, president international and digital media, A+E Networks, and Kiefer Sutherland (24).

Nicolás Smirnoff, Fabricio Ferrara & Rodrigo Cantisano