Preschool TV execs battle it out as kids watch way, WAY too much TV

According to Nielsen, the company that tracks television viewership, preschool children between the ages of 2 and 5 years old are watching an average of more than 32 hours of TV each week. This alone should cause a concern-- or at least a raised eyebrow or two, but I’ll get to that later.

The recent buzz has been about Disney’s new preschool channel, Disney Junior, which is scheduled to launch in 2012. According to last week’s article in the New York Times, Disney Junior to Focus on Social Values:

“Mothers want preschool television to be more about teaching children social skills and less about pushing clear academic goals – at least that’s what Disney executives say new internal research indicates. For decades, most preschool programming has been built around an educational curriculum, whether that is numbers and letters (“Sesame Street”), language skills (“Dora”) or even math (Nickelodeon’s “Team Umizoomi”). Disney’s “Mickey Mouse Clubhouse” incorporates problem-solving and counting. The reasons for the educational focus vary, but the approach serves one major goal: reassuring mothers about plunking their wee ones in front of the TV screen.”

This has lead to a quasi turf war among television executives. Not over how much kids should watch (or when – data now suggests that parents are demanding kids programming not only during the morning hours but also during prime time and evening, from 5-11pm) but what kind of programming. According to the Wall Street Journal’s The Turf War for Tots

"Executives at Walt Disney Co., preparing their latest push for this audience, say that some TV for tots favors curriculum over storytelling. They argue that it's sometimes too much work, not enough play. They're offering themselves as an alternative to Nickelodeon's Nick Jr. channel, which emphasizes learning. Disney says that today's parents are ready for a change. In an age of video games and iPads, kids can learn their ABCs anywhere. What's missing are good, old-fashioned stories that kids can repeat to others, pretend to be the characters, and watch again and again."

And yet, a new study released by Seattle Children's Research Institute and the University of Washington demonstrates Preschoolers are Watching WAY too much TV. According to the MSNBC summary, "nearly 70 percent of the preschool-age children exceeded recommendations by the American Academy of Pediatrics (AAP) for limiting screen exposure (including TV, DVDs, computers and video games) to one to two daily hours. The recommendation is based on research linking screen time with adverse effects, including language lags, obesity, possibly aggressive behaviors and decreased academic performance, according to study researcher Dr. Pooja Tandon of the Seattle Children's Research Institute and the University of Washington."

There are other options for those of you who aren’t convinced that the Disney/Nickelodeon/PBS Kids food chain is the only option out there. Full disclosure: these are my clients.

Ameba TV is a set top box company out of Winnipeg, Canada with a content library full of thousands commercial-free, educational shows geared towards kids 3-8. Parents control the content; kids get a customized remote. Ameba has plans to update their site to include a subscription-based streaming service. Soon, you will also be able to subscribe to Ameba via Roku, a digital media player.

The Mother Company, out of Los Angeles, is producing a series of DVDs based on social and emotional learning, with a gentle, stylish approach (think Mister Rogers, only the shows are lead by a delightful creative-inspiring host named Ruby). The company is run by a group of "mamas on a mission" who are driven by a passion to redefine screen time.

Dr. Tandon of Seattle Children's also offers tips for limiting screen time:

* Use DVDs or on-demand television, because when the show is over, it's over. "The problem with television is it keeps going," Tandon said. These media also eliminate advertisements, which tend to promote unhealthy foods, she added.
* Set rules for screen time early in children's lives.
* Turn off the TV during meal times.
* Take TVs out of bedrooms. (Tandon mentioned research suggesting a certain percentage of preschoolers have TVs in their rooms.)
* Watch television with kids, and discuss the shows and the messages put forth.

As we live in an increasingly media rich world, parents should be mindful of what their kids are watching, how much and when. How do you limit screen time in your home?

A brief history of cartoon animation

Happy Birthday Popeye! (80) Scooby-Doo! (40), The Simpsons! (20), Wile E. Coyote and Road Runner! (60). You all look terrific, you haven’t aged at all. You’ve got what they call... timeless beauty. And a good story to tell.

Yesterday’s Seattle Times picked up the Toledo Blade’s recent retrospective of classic cartoons (and their 2009 birthdays) and I couldn’t help but smile. Regarding ancient classics like Felix the cat (90!) when cartoon shorts were just getting their start in the silent film era, Andrew Farago, curator of the Cartoon Art Museum in San Francisco, said “I don’t think the Disney empire could have happened without him.” (Was it a game of cat and mouse? Sorry—couldn’t resist that one.)

It reminded me of an Animation exhibit I attended earlier this winter at the Pacific Science Center where kids got to experience first hand the art of animation, including drawing, video and special effects.

One thing always leads to another. Yet as we go into 2010 and view new animated films – like the Princess and the Frog, getting back to the Disney magic minus all the bells and whistles or Avatar, and its breakthrough special 3D effects – I wonder what the next decades will reveal.

Miley Cyrus mega marketing--oops I mean concert-- review

It wasn’t the $39.50 tickets that somehow turned into $75 with fees and taxes. Or the hour-plus drive to and from Tacoma. Or the collective eardrum-piercing high-pitched screams from thousands of pre-teen girls. Or the wait to buy overpriced concert merchandise like a $10 glow stick (that should not have cost more than 25 cents.) Or the Walmart mannequins and banners lining the walls promoting the new Miley Cyrus clothing line. Or even the fashion booths (also Walmart) where moms and girls lined up their picture taken in front of a green screen next to Miley and other models wearing her new clothing line. No, no. I fully expected and embraced all of that.

The surprise was that the Miley/Disney/Walmart/Touchstone/ marketing machine took center stage on stage and passed for entertainment. Now, I know what you’re thinking… I’m in the business; nothing should shock me, right? Advertising is the new entertainment. But after having to suffer through the opening act (Metro Station, headed by Miley’s brother Trace Cyrus), the band closed with "Shake it" which also doubled as a…. Walmart advertisement. Every single video screen was devoted to promoting the Miley Cyrus clothing line as models danced on a runway showing off their new threads. Admittedly, the video was well produced and the song was catchy, but still. It’s an ad. On stage. Tacky.

That was just the beginning, the icebreaker if you will (incidentally, Miley herself opened up the show pounding inside a fake chunk of ice and then had a “Breakout” moment where she suddenly appeared amidst ‘fire’ and smoke—very This is Spinal Tap if you ask me but I digress…). Where was I? Oh right, back to the advertising-as-entertainment. Three or four songs into her performance, Miley paused for reflective moment. She told us about what a great summer she had on Tybee Island in Georgia: “It really gave me a chance to connect with people I love most in my life…” she said. “And now… to show you what I’m talking about, I’d like to show you a clip from my latest movie, The Last Song.” Really? We get to watch a movie trailer in the middle of a concert? Disney/Touchstone, you’ve reached a new low. I would like my money back! But wait—that's not all. Miley of course sang a few songs from the movie (the songs are not bad and Miley does truly have a lovely voice when she’s not screaming or violently flipping her hair). Perhaps the concert promoters thought we'd get bored if there wasn't enough going on on stage during one of her slow songs, so they played more movie clips while she sang. Why bother to go see the movie when you can see all the main scenes during the concert? Good grief.

I don't know, maybe I'm the only one who's bothered by this kind of insidious marketing. My 7 year-old daughter, her friend and the thousands of other little girls at the Tacoma Dome thought it was the best of both worlds.

The Best of Both Worlds: Predicting yet another Hannah Montana success story

With the Hannah Montana movie opening tomorrow, I'm going to go out on a limb here and make a prediction: it's going to be a huge box office success. How do I know this? Everything about the marketing and branding machine behind all things Hannah and Miley have been carefully orchestrated to optimal effect. Cute, wholesome teenage girl that doesn't remotely remind us of Britney, Paris or Lindsay? Check. Story line with a moderately appealing plot? Check. Perfectly timed movie release around Easter and spring break? Check.

This week's LA Times article, "Miley Cyrus Blaze of Modesty" further points out that the "ultra Disneyfied" fashions reflect the shift toward more parent-friendly tween fashions. And according to Common Sense Media, a non-profit organization dedicated to helping families manage kids media, the movie "is upbeat and perfectly G rated ... yet another marketing tool in Hannah's merchandise-rich world. The sexuality is completely innocent -- flirting, slow dancing, conversations about relationships, and three really short kisses -- and there's no language, drinking, or smoking. Expect frequent physical comedy (pratfalls, getting hit with a ball, bitten by an animal, etc.) and one scene in which Hannah and Tyra Banks fight over a pair of shoes."

So there you have it. What's not to love? Disney figured out a long time ago that the success of their brands depends not only on the popularity with kids but just as importantly with their parents. It's a winning combination. And that, I must say, is the best of both worlds.

Honda rides with Disney and HS3

Teenager to Mom: "Hey, as a reward for getting good grades, being such a great kid and having a perfect driving record, I think I deserve a really nice graduation gift. Like a car."
Mom: "Oh. What did you have in mind?"
Teenager: "A minivan. Pleeeease mommy?"

We've all seen Honda's clever Odyssey TV ad campaign that's been going on for a few years now-- hippie graphics, funky music and all. I assume I'm in the target audience as a Gen X mother with 2 kids who loathes the idea of a minivan but finds the Odyssey an attractive option, since it's not really a "minivan" per se, at least not in terms of its brand identity.

Now Honda is attracting a younger audience with its partnership as the exclusive automotive partner to Disney Pictures' High School Musical 3: Senior Year. According to Tuesday's Media Post article:

"Honda's co-branded campaign for the film, which opens Oct. 24-- includes TV spots, radio, print, and online elements. The film also features a raft of Honda vehicles, including a Honda Odyssey minivan driven by Gabriella's mother, Mrs. Montez; a pink S2000 coupe driven by Sharpay, a Pilot compact crossover and a Civic Hybrid.

The effort will include a cross-branded 30-second TV spot for the Odyssey that will run on cable networks and network shows in October, and a branded spot on the Disney Channel. One spot shows the minivan "driving" through the animated world of a Wildcats senior yearbook. A co-branded site, www.Disney.com/RidewiththeWildcats lets visitors watch videos and play a thematically related driving game.

Tom Peyton, senior advertising manager at American Honda Motor, says Honda is reprising a role it had in "High School Musical Two." "We started with Disney a few years ago when we became a partner of Disney Land," he tells Marketing Daily. "That gave us inroads to talk on other projects."

He said that while other Honda vehicles are spotlighted in "HS3," "it is primarily about Odyssey. We're trying to reach families; these are the right households for us to talk to."

And that's precisely the point. Honda and other automobile makers know that kids, tweens and teens have a huge influence over major purchases, especially the family automobile.

One other very important note: This may or may not come as a surprise, but the High School Musical franchise's core fans aren't teens. They're tweens and kids, some as young as 4 and 5. (I know this because my almost 6 year-old daughter and her friends are obsessed with all things HSM). This is the the audience that will think this whole branding and media blitz is cool. They also think (unlike the teenagers I know) that minivans are pretty cool too.

So much attention about moi! The Muppets get the Hannnah Montana treatment

Miss Miss Piggy? I sure do. But guess what-- The New York Times reported yesterday (Fuzzy Renaissance, September 21, 2008) that not only is Miss Piggy coming out of cold storage, she and the rest of her Muppet Pals are getting the "Hanna Montana treatment, being blasted into every pop-culture nook and cranny that the company owns or can dream up."

For starters there are the specials on Disney Channel in which Muppets interact with High School Musical and Jonas Brothers stars. Then there are the viral videos on YouTube and the NBC Christmas special. And don't miss the Macy's Thanksgiving Day Parade Muppets float or "Nightline" political interviews. And of course there's plenty of merchandise: Muppet clothing at Urban Outfitters and Limited Too stores; Muppet-theme stuffed animals and tote bags at Macy’s; and a Muppet boutique at the New York flagship of F. A. O. Schwarz.

"We think there is a Muppet gene in everybody,” Lylle Breier, a Disney executive who is the new general manager of Muppets Studio told the Times. Still, she has a few challenges. Ms. Breier also said that recent focus groups indicated that some children could not even identify Kermit and Miss Piggy, much less ancillary characters like Fozzie Bear and Gonzo the Great.

It's really too bad. Since Jim Henson's death in 1990, his children have taken over the reigns to the family business but the Muppet characters have stagnated under changing ownership. Disney aquired the "Classic Muppets" in 2004; Children's Television Workshop owns the "Sesame Street" Muppets.

The article reports that while "Disney estimated three years ago that the Muppets would be generating about $300 million a year in merchandising sales by now, retail analysts say the total for 2008 will be closer to $50 million."

Dick Cook, chairman of Walt Disney Studios (and Ms. Breier’s boss) told the Times: “Developing the kind of high-quality entertainment we have planned for the global relaunch of the Muppets takes time,” he said. “We want to be very, very careful that whatever we do is in the spirit of the Muppets and that we are enhancing the brand."

I couldn't agree more. While it certainly appears that Disney will leveraging every ounce of marketing muscle to bring the Muppets back to center stage, what isn't so clear is how they'll keep the Muppet magic intact in doing so. Time will tell. Kermit and Miss Piggy were originally created to entertain adults with clever and irreverant humor; Disney's strategy appears to be one where they simultaneously attract nostalgic older generations as well as the 6-12 year-old tween market. I wonder what Jim Henson would think about all of this. Or, more appropriately, what would Miss Piggy do?

Disney targets dudes

The LA Times reports today Disney to target boys with rebranded cable channel. Brilliant idea. My only question is: what took them so long? Disney bought out my alma matter Fox Family Worldwide in 2002, the former home of the hugely successful Fox Kids Network, home to the Power Rangers and Digimon franchises. Jetix was launched in 2004 on Toon Disney in hopes of capturing the minds of younger boys, but with limited success, especially compared to the likes of Hannah Montana and High School Musical. The Times reports
"Toon Disney pulls only 10% to 15% of the viewers of Disney Channel, despite the cable network's reach into nearly 70 million U.S. households. The Nielsen ratings reflect its hodgepodge lineup of geriatric kids shows, such as as "Power Rangers Jungle Fury" and recycled animated offerings such as "Batman: The Animated Series," and "Jackie Chan Adventures," and movies."

The new cable channel will be called "Disney XD," which I suppose sounds a lot more male than "Toon Disney" or "ABC Family." I think it's a great strategy actually. Disney has built up such a strong brand with girls of all ages. Any attempts to piggyback on those efforts to attract more boys would just dilute the brands they already have.

"You're fighting the brand perception, the very, very strong brand equity that's been in the marketplace for many, many years," says Greg Kahn, senior vice president of strategic insights for media buying firm Optimedia International USA Inc. "It would almost require a completely separate effort to reach tween boys, with a completely different name somehow associated with the Disney property, to reach these tween males."