Logo

Kids Cotton to Web Extension of ‘iCarly’

Apr 20, 2008  •  Post A Comment

Before it launched “iCarly” in September, Nickelodeon said the series would break ground in combining scripted television with viewer participation via the Web.
That may have been an understatement. The show’s a hit in both mediums, according to both Nielsen and comScore.
“We’re surprised at how much this has captured our audience,” said Steve Youngwood, executive VP of digital for Nickelodeon and the MTV Networks Kids & Family Group. “But now that we see it, we’re in some ways not surprised because it really is such a great creative fit and really reflects how our audience lives their lives right now.”
While all TV networks are reaching out to viewers online, it is particularly urgent for kids networks. While TV use by kids is up somewhat, kids spend a lot of time online, some of it multitasking.
Nick has digital extensions of all of its TV properties online, but because iCarly.com is an integral part of the TV show, “This is definitely a quantum step,” Mr. Youngwood said. “This is definitely taking us, and the industry, to a new level.”
During the first quarter, “iCarly” averaged 3.5 million total viewers during its Saturday night time slot. During March, three “iCarly” episodes were among the top 10 in the ratings among children 6 to 11.
The show’s Web site, iCarly.com, drew a record 3.3 million unique visitors in March, up 22% from February. It accounted for about a third of the Web traffic for Nickelodeon, which had its best month ever online with 27.9 million uniques. Users streamed 34 million video streams in February.
The creator of “iCarly,” Dan Schneider, said that while some producers of kids TV fear the Web, he’s embracing it.
“It’s not the Internet competing with television, it’s the two of them working in this perfect harmony together,” he said.
Kids can upload their own video to the site, and some of that video winds up on the cable show, creating more engagement with the audience.
Good Numbers
Advertisers are noticing the show’s numbers, which compare favorably with programming on Disney Channel, which has a number of hit series but accepts only sponsorships, not regular advertising.
“If you’re looking to get into a hot space that’s on par with the ‘Hannah Montanas’ of the world, it’s definitely a place you can go,” said Darcy Bowe, associate activation director with media buyer Starcom, which has been studying the way young viewers multitask.
“Everything we’ve ever read or seen is that kids are online and they’re on TV, and they’re doing it at the same time, so anything a network can do to bring us opportunities to be in those spaces and have them feed off one another is fantastic,” Ms. Bowe said.
“iCarly” is about a group of 14-year-olds who put out a popular Webcast drawing 355,000 users.
iCarly.com, a site that’s designed to look like the creation of those kids—without Nick logos, tune-in promos or actors’ bios—at this point does not take ads.
Mr. Schneider said advertising on the site has been discussed.
“If I had a daughter who created a Web site getting a million uniques and generating 34 million video streams, I would say to her, ‘Sweetheart, we need to monetize the site,’” he said.
In real life, he added, “You would have toy companies and you would have cereal companies and cell phone companies coming to these kids saying, ‘Whoa, you’re getting all this traffic, we want to buy a banner ad.’”
That happened in a recent episode of the show. The kids made a deal with a fictional sneaker company. But the lucrative deal blew up when it turned out the shoes were shoddy. (Since no product placement is allowed on kids TV, they use gadgets like a laptop with a pear logo.)
Mr. Youngwood said there are no plans now to sell ads on the site.
“Over time, we’ll figure out any potential monetization avenues,” he said. “But it’s really about building the right experience before we go anywhere else.”
Advertisers have other opportunities with “iCarly.” Sponsorships are available on-air and there is advertising on the “iCarly” areas of Nick.com that can be tied into the show.
“The pricing and opportunities are commensurate with the other big opportunities that Nick puts out there,” Ms. Bowe said. “They want to limit the number of advertisers. They don’t want to oversaturate it with lots of different messaging.”
Mr. Schneider, a former teen actor who has created a string of hits for Nickelodeon, said when he originally pitched “iCarly” to the networks, “I didn’t really think about the fact that I was pitching two shows at once. It’s a taxing show to do because the Web site is so involved.”
He told the network the Web site had to be created by a unit with the production, rather than by Nickelodeon’s Web staff in New York.
“This is the first time it’s ever been done at Nickelodeon,” he said.
Producing the Web site is a staff of three, headed by Jana Petrosini.
“It’s part of our own show budget. We shoot things that are specifically for the Web site that are not on the show,” he said.
A decade ago, Mr. Schneider said, he created a Web site for “The Amanda Show” called AmandaPlease.com, supposedly created by one of the show’s characters.
Here to Stay
“Kids were going online in more numbers every year, streaming content, and it was just clear by 1996 or so that this was not going to go away,” he said. “That was a little ahead of its time.
The Web site also provides instant feedback in the form of messages from viewers and in the number of hits features or characters get. Recently, photos of one of the show’s adult characters, Lewbert, the world’s meanest doorman, were drawing a lot of attention.
“This tells me this is a character I need to be using more in the show,” Mr. Schneider said. The agent for the actor who plays Lewbert was called to book him for the next few episodes.
“That kind of thing happens a lot,” he said.
Mr. Schneider said not all shows aimed at kids have to be Web-centric. His shows “Drake and Josh” and “Zoey 101” are among the top kids programs on cable and don’t have big Internet activity.
“But I will tell you, I’m already developing my next TV series for Nickelodeon, and again I’m backing it into the DNA of the show, a Web site that will go along with it,” he said.
Nickelodeon also is looking at ways to enhance iCarly.com with more content.
Mr. Youngwood said games will be added to the site, along with tools that allow kids to manipulate content more easily. Also, a new iCarly game has been added on Nick.com.
“Our research shows us the reason the Web site has resonated is they love the property and the Web site is a natural part of the property,” he said. “Each time we do it, the bar goes higher.”

40 Comments

  1. Thanks for posting this. Would be intrested to read more or possibly please contact me by email thank you!

  2. Well I was just searching on Google for some stories and songs of my favorite singers and just came across your blog, generally I just visit blogs and retrieve my required information but this time the useful information that you posted in this post compelled me to reply here and appreciate your good work. I just bookmarked your blog

  3. Thanks for your visiting this http://www.watchau.com/replica-pens/ online store.

  4. The sexy thong bikinis can be easily purchased both at online and offline stores. They are available in variety of designs, colors and styles. One can choose among variety of fabrics and colors available.

  5. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  6. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  7. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  8. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  9. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  10. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  11. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  12. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  13. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  14. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  15. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  16. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  17. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  18. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  19. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  20. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  21. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  22. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  23. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  24. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  25. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  26. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  27. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  28. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  29. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  30. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  31. high logbook you gain

  32. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  33. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  34. Good story! Ive been searching google for several hours searching for pertinent data on th is, they surely require to position your website to the first web page!

  35. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  36. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  37. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  38. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  39. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  40. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

Leave a Reply to Seo Services Cancel Reply

Email (will not be published)