Week 4 nickelodeon


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Week 4 nickelodeon

  1. 2. <ul><li>Nickelodeon is part of the global media company Viacom and is a multimedia entertainment brand targeted at kids </li></ul><ul><li>Its core target audience is 2 to 11 year olds </li></ul><ul><li>The US channel launched on April Fool’s Day 1979, followed by the UK launch on 1 September 1993 </li></ul><ul><li>The brand diversified in the UK in 1993, with Nick Jr – a channel dedicated exclusively to pre-schoolers and Nick Replay, a time-shifted version of the original. Nick Toons launched July 2002 </li></ul><ul><li>Nickelodeon, or Nick, is the most-watched children’s television station in the United States and its programs are extremely popular – 47 of the top 50 children’s programmes are shown on the Nickelodeon cable channel </li></ul><ul><li>Nickelodeon produces movies, books, magazines, records, toys, web sites, live tours, theme parks - to complement their core products – the television programmes themselves </li></ul>What do we know about ?
  2. 3. What are the core values of the brand? <ul><li>Nick’s mission statement says: </li></ul><ul><li>‘ We put kids first’ </li></ul><ul><li>‘ We provide innovative, diverse and original series programming invented </li></ul><ul><li>especially for kids’ </li></ul><ul><li>‘ This includes comedy, adventure, variety, news and game shows’ </li></ul><ul><li>‘ We take our role as the market leader in the kids entertainment industry </li></ul><ul><li>seriously’ </li></ul><ul><li>‘ We empower young people, and this helps us to better understand them. </li></ul><ul><li>At the end of the day, we know that what is good for kids, is good for business’ </li></ul><ul><li>‘ We use our influence on children to positively promote healthy lifestyles </li></ul><ul><li>including our ‘Let’s Just Play’ physical activity campaign and by licensing </li></ul><ul><li>characters such as SpongeBob Square Pants and Dora the Explorer through </li></ul><ul><li>healthy food brands’ </li></ul><ul><li>This suggest that Nickelodeon are very aware of how important brand image </li></ul><ul><li>has been to their success – they have managed to balance associations of ‘ fun ’, </li></ul><ul><li>‘ original ’ and ‘ relevant ’, with associations of ‘ safe ’, ‘ wholesome ’, and ‘ healthy ’ </li></ul>
  3. 4. – gaps in the market <ul><li>The company recognises the need to continuously update and regenerate itself in order to maintain its position as market leader </li></ul><ul><li>One genre of programming they have little experience of is Reality TV </li></ul><ul><li>They recognise the huge success already achieved in the UK with the genre, particularly with adults or older teenagers </li></ul><ul><li>They are currently looking to commission a new kids reality tv show for their upper end age range (9-11 year olds) in the UK </li></ul><ul><li>They want a show that will reflect their traditional values but still appeal to this notoriously ‘hard to target’ age group </li></ul>
  4. 5. The judgement criteria therefore are: <ul><li>A British production </li></ul><ul><li>Must appeal to boys and girls aged 9-11 </li></ul><ul><li>Kids must be at the heart of the show </li></ul><ul><li>High level of entertainment value essential, but must be </li></ul><ul><li>‘ age appropriate’ </li></ul><ul><li>Must score ‘fun’ and ‘cool’ points with the target age group </li></ul><ul><li>Low level investment risk (guaranteed ratings winner) </li></ul><ul><li>Low on budget, high on quality </li></ul><ul><li>A kids twist on an already successful adult format would be </li></ul><ul><li>ideal </li></ul>
  5. 6. The Simulation Task <ul><li>You work as part of a creative team at ‘ Serious Productions’ </li></ul><ul><li>Your managing director wants to consider a range of proposals to try to secure the Nickelodeon contract </li></ul><ul><li>She has decided each team at the company will focus on reworking a well-known and previously successful adult reality format into a pitch that will match the Nickelodeon criteria </li></ul><ul><li>She has selected a range of formats that she considers would be possible to successfully re-work/ loosely base an idea on </li></ul><ul><li>Each team should consider the options, then bid for one of them - in one sentence . If she likes your one-sentence bid, you will get to work on that format. If not, you can bid again until you are successful </li></ul><ul><li>At this stage, you are in competition with the other teams to secure the format your team would like to work on (so don’t hang about – one simple idea is all you need!) </li></ul>
  6. 7. Your proposal <ul><li>You will be told how much time you have to develop your proposal (approx 30 mins) and to plan your actual pitch (approx 10 mins) </li></ul><ul><li>You will present your pitch next week. 5 minutes per team max. </li></ul><ul><li>All your team members should be involved in the pitch </li></ul><ul><li>The proposal that most successfully meets the judgement criteria will be pitched by Serious Productions at the meeting with the Nickelodeon executive team </li></ul><ul><li>If we win the contract, a bonus will be paid out to the winning team </li></ul><ul><li>If we lose, the management will be forced to ‘consider the position’ of all our employees </li></ul><ul><li>Your finished pitch must identify the following : </li></ul><ul><li>Title, sub-genre, setting and characters </li></ul><ul><li>Similarity to the original format </li></ul><ul><li>Differences to the original format </li></ul><ul><li>The structure and content of a typical episode </li></ul><ul><li>How your show meets the judgement criteria </li></ul><ul><li>Why your show should represent the company in the competition </li></ul><ul><li>And remember – keep it simple ! </li></ul><ul><li>May the best show win! </li></ul>
  7. 8. Choose one format from the following: