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Selling Across Platforms

Apr 6, 2008  •  Post A Comment

The kudos just keep on coming for Discovery Kids, with the network receiving four Parents’ Choice Awards for its programming last month. Its executives say the quality of the shows ontinues to attract a strong slate of advertisers, making for a healthy upfront marketplace this year.
The 24/7 digital children’s channel, owned by parent company Discovery Communications, launched in 1997 and targets the 2- to 11-year-old audience with blocks of programs devoted to helping kids explore their curiosity about the real world—from outer space to the depths of the ocean to their own self-awareness. It reaches more than 58 million subscribers throughout the U.S.
“Discovery Kids is still in a growth mode, in terms of awareness and viewership,” said Sharon O’Sullivan, senior vice president of advertising sales for Discovery Kids and Animal Planet. “Categorically, some of the bigger networks are seeing toy money go down, but we’ve had a healthy year in toys, videogames, packaged foods, quick-service and dine-in restaurants, and project the same for next year.”
One of its ad sales strengths is selling the entire family of Discovery networks to advertisers, which along with toys and food also come from within key categories of educational tools and services as well as movies and entertainment.
“We work hand-in-hand with the ad sales teams. We don’t only sell one specific thing,” said Carole Tomko, president and general manager of Discovery Kids, as well as Discovery Health and Discovery Studios. “That’s a benefit to us. We’re not a stand-alone, and advertisers see the value of that family audience. A big advantage is the quality of the brand. Parents are getting very involved in what their kids watch, and advertisers are taking a great interest.”
She said there is growth in all the major product and service categories, even as some competitors in the children’s arena may have been saturated. “We have so many toy companies, and we also have parent-specific categories like baby care, cosmetics and beauty products,” Ms. Tomko said. “But our core business is kids, our message is to kids, and we target advertisers aggressively pursuing kids. It’s a safe and positive environment, with the rub-off of Discovery.
“Discovery Kids takes the best of what Discovery is known for—quality programming and credibility—and extends it to the kids’ world. We take kids who love to explore and are curious and fascinated with the world and we give them a multiplatform world. That’s what Sharon is selling, the stamp of the mothership,” said Ms. Tomko.
The multiplatform approach includes a video-on-demand service that generated about 10 million views between March 2007 and February 2008 and a Web site,
discoverykids.com, where children can continue their exploration of science, adventure and natural history.
There are 10 minutes of commercials per hour on the digital cable channel, seven minutes of national and three of local spots, with the exception of “Ready, Set, Learn!,” which airs commercial-free Monday-Friday from 9 a.m.-2 p.m. (“RSL” also airs on sister network TLC weekdays from 6-9 a.m.)
The program block is targeted at the preschool set, and network executives say it provides a developmentally appropriate approach and building blocks for future success in learning and in life. It features the animated penguin Paz, who guides young viewers through an entertaining and educational slate of programming including “Wilbur,” “Hi-5,” “Big Foot Presents: Meteor and the Mighty Monster Trucks” and “Hip Hop Harry.”
Currently commercial-free, the “RSL” block is now being sold. “Our goal is a single sponsor for each hour with limited commercial interruptions,” said Ms. Tomko. “It could start as soon as the third quarter of this year. Advertisers are looking for an uncluttered environment. We’re giving the opportunity to advertisers to present to consumers, in a very limited commercial environment. It’s a pocket of time that we think we have a great opportunity to bring to advertisers. “
DK’s afternoon programming, from 2-6 p.m., features one of its most popular shows, “Bindi,” starring the young daughter of the late wildlife conservationist Steve Irwin. The girl hosts the show, now in its second season, from a tree house in the rainforest. “She’s been called a kid who is going to change the world. She is passionate about preserving wildlife and understanding animals. To watch Bindi grow, she’ll carry out her father’s legacy,” said Ms. Tomko.
A new series will premiere in the block in the third quarter, “Willa’s Wild Life,” starring a 6-year-old who has adopted a giraffe, a couple of elephants, an alligator and other exotic animals—with parental permission, of course. She talks to the animals as friends, and they give her advice on common things kids go through. The series is based on the book by Dan Yaccarino, author and creator of “Oswald.”
From 6-8 p.m., DK targets 6-to 10-year-old viewers with programs including the Daytime Emmy Award-winning “Tutenstein,” a half-hour animated series about the adventures of an ancient Egyptian king brought back to life in a modern-day world.
“There’s a lot of entertaining kids TV that may have higher ratings,” said Ms. O’Sullivan. “We have this unique situation where the programming is educational and not just entertaining. There are very few options in kids television to give something back rather than just entertaining them, and that’s the benefit of Discovery and its unique positioning.”

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