PDF Kids Mipcom 2017
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//// COMMENTARY BY nicolÁS SMIRNOFF, DIRECTOR Are we prepared for our kids & teens? Every year we develop this special Kids & Teens edition, in addition to our Mipcom main issue. And we describe the specific evolution of the segment, with animation on the one hand, live action on the other hand, while new media, multiplatform experiences are the emerging factor. It is a very strong market with natural advantages that the global content community would love to have: 365 franchises, etc. But at the same time, we detect some specific challenges faced by this part of the business; that become more complicated along time, while the industry seems to have few answers to revert these trends. Being a father is a good way to search kids & teens evolution. On the one hand, products Published by for younger audiences offer increasingly others she had liked. Surprisingly the 12-year Editorial Prensario SRL shorter time performance. Animated series boy, is watching at present on his smartphone Lavalle 1569, Of. 405 C1048 AA K that appealed to 4-8 year kids, now are for a Mexican melodrama through 10-minute Buenos Aires, Argentina 3-5 year infants, and briefs of its episodes, Phone: (+54-11) 4924-7908 so on. Seven or nine sharing time with game Fax: (+54-11) 4925-2507 year old girls, already consoles. The elder one, behave as teenagers mostly chats with friends In the U.S.: 12307 SW 133 Court - when choosing and girlfriend, and plays Suite #1432 content. games. His time is spent Miami, Florida 33186-USA On the other hand, 60% on smartphone, Phone: (305) 890-1813 kids & teens are 30% on PlayStation or leaving TV sets behind. computer, 10% TV. Email: [email protected] Website: www.prensario.net They watch contents, Solutions? In my but at smartphones and humble opinion, the Editor: tablets, often shared with games. I have three content kids industry should move a good portion Nicolás Smirnoff children: a boy aged 15, another boy aged 12 of it production to short content, multiplatform Editorial Director: and a girl of 9. I have to force them to switch-off twists, capsules, and to create product for Alejo Smirnoff International Business Director: smartphones o game consoles to watch TV, even enhanced kids… targeting 6 but thinking for Fabricio Ferrara promising a blockbuster T-VOD release. 9, etc. The new users are composing their own International Business Manager: The 9-aged lady watches quite old teen series programming, but they can be attracted by Rodrigo Cantisano through YouTube at her tablet, related with fresh, smart, updated initiatives. Mailed by subscription - One year, air mail: MIP JUNIOR 2017 - SCHEDULE Americas: USD 150 Event (*) Date & Time Rest of the world: 150 Binge Watching Session: Kids Success Across The Globe, Grand Theater Oct. 14, 10am View From The Top: World Screen Kids Trendsetter Awards, Grand Theater Oct. 14, 10.45am Cartoon Network: 25 Years Of Drawing On Creativity, Grand Theater Oct. 14, 11.45am The Growing Appetite For Short-Form Content, Grand Theater Oct. 14, 3.15pm Prensario MIPJunior International Pitch, Grand Theater Oct. 14, 3.30pm MIPJunior Keynote: Fred Seibert, Frederator Networks Oct. 14, 5pm International World Premier TV Screenings: Thomas & Friends (Mattel), Grand Theater Oct. 14, 6pm Buyers & Commissioners Matchmaking, Matchmaking Room Oct. 15, 9.30am ©2013 Editorial Prensario SRL Canada Big on Shorts (CMF & Telefilm Canada), Grand Theater Oct. 15, 10.45am Payments to the order of Snack & Screen: Fresh Russian Animation Screening, Grand Theater Oct. 15, 12pm Editorial Prensario SRL When SVOD disrupts licensing schemes, Grand Theater Oct. 15, 3.45pm or by credit card. Registro Nacional de Derecho MIPJunior Keynote: Andy Yeatman, Netflix, Grand Theater Oct. 15, 4.45pm de Autor Nº 10878 2 PRENSARIO INTERNATIONAL //// main REPORT BY RODRIGO CANTISANO Kids content: - Cuadro 4: Australia: Number of devices used to watch children content (%) Source: ACMA the experience of being AUstralia: NUMBER OF DEVICES USED Among the most watched shows are both a 16 % decline between 2005 and 2016. For to WatcH CHILDREN content (%) international series like Spongebob and commercial TV, the average audience dropped Dragon Ball and local shows such as El Chavo by 33 % between 2005 and 2016. a kid is universal 5 Devices 1 Device del Ocho (Televisa) and CQ (Nick). Another reason is the introduction of MCNs 16% From that percentage, only 14% watch TV like 7TWO, 9GO! or Eleven, which between 19% without the presence of any parent, which 2005 and 2013 has been a shift in children’s Prensario analyzes the kids content industry based on production, 3.2 shows how co-viewing is still a strong habit, destination viewing, particularly among pre- Devices consumption and distribution of animated content within five key especially in the youngest ones. Regarding school children (aged 0–4). The commercial 17% on average 23% markets (Canada, Russia, Mexico, Australia and Spain) digital, from the 36% of kids that consumes networks attracted more children aged 13–17, 4 Devices 2 Devices content via internet, 39% do it alone. but for programming of a broader family 25% Canadian animation production volume, by genres Source: CMPA Prole 2016 With YouTube as main platform (93%), appeal. while private investments make up CANADIAN ANIMation prodUction VOLUME, music videos (12%) is the most watched Like in older audiences, the way children Production BY GENRES Source: ACMA 3 Devices For many years, USA occupied a privileged around 35-50% of the animation content on digital, followed by cartoons (10%), watch TV and other screen content is changing, place as a reference and center in the animation budget. YouTube videos (7%) and movies (4%), and with use of multiple devices and platforms eight o’clock, whereas in Spain, it’s around production scenario; but the need to strength In terms of windowing, according cell phones are the most used dispositive to becoming the norm. On average, a child uses 11pm, when German kids are already in bed. the local industry and became owners of the to the RAFA there has been an watch online videos among kids (61%). PC/ 3.2 devices and 2.9 different platforms to evolution of the exposure of Total Laptop represents 29%, tablets 26% and watch children’s programs. IPs led to markets such as Canada, Russia, animation $13M Spain India, Brazil, Chile, and Australia among animated films, going from less production Other genres Smart TVs 19%. Both in urban and rural Daily use is most frequent for FVOD content During the last years, and with the support 5% several others to bet on the development of than 30% in 2008 (theatrical) to $263M cities -which represents over 20% of the total through YouTube (27%), with subscription of entities like ICEX and Animation From conten. around 70-80% in 2013 (including $250M (24M/120M)- over 90% of houses has at least services, such as Netflix, and FTA catch-up Spain – both in promotion and development-, new distribution platforms), which Children’s and Youth one TV. Most watched channels according to services such as iView, used daily by 14 % and the Spanish industry has gained recognition 95% represented also a growth of 163% the survey are Las Estrellas (56%), Azteca 11 % of children respectively. Live broadcast within the animation industry as a high quality Russia Source: CMPA Profile 2016 Besides of being one the most populous in terms of revenue (more than two- 95% 13 (53%), Canal5 (44%), Azteca7 (39%) and TV is the second most frequent platform used developer with great acceptance among the fold over 5 years). Between 3 and 5 Canal Once (11%). daily at 19%. countries in the world with more than 143 Cuadro 3: Australia: Share of audience by age group (2005-2016) Source: ACMA public both nationally and internationally. million inhabitants, the Russian Federation Russian animated movies and 2 short films are During the last two years, the local Multi-tasking is also a feature of children’s In this sense, the internationalization is key is one of the main animation producers, released in theatres every year, while in TV panorama changed much with the modification viewing practices, with 55% of since the audiovisual products conceived only AUstralia: SHARE OF AUDIENCE BY AGE GroUP developing about 4,200 minutes per year. over 15 animation projects are broadcasted of the regulation that used to force the infantile children doing other activities on for the local market have a limited life. through 22 kids-dedicated channels within signals to present local content in prime time. (2005-2016) According to the Russian Animated Film 12.7% Source: ACMA another device while watching That is why animation has always sought the market and with a penetration of 54M Now, although they must cover the fee (35% 12.2% Association (RAFA), there are 36 full-range 11.4% children’s programs. It increases to promote and distribute outside our borders animation studios currently working in the households on FTA and 37.6M on Pay TV. on Pay TV and 50% on Free TV), they are not with age, with nearly three quarters in markets as diverse as the UK, Thailand or local industry, includig Melnitsa Studio. Riki Media law changes (2014) also had required to have a specific slot. of 10–14 year-olds doing other Brazil and, thus, it has become the product of impact within the industry with some key In animation, production values goes from Production Centre, Animaccord, Aeroplane 7.0% activities on another device while greater export in the audiovisual sector. modifications in terms of TV regulations. CAD 175,000 - 325,000 per half hour (USD 6.0% 5.6% 5.7% watching children’s programs.