Straight from The Experts

A Turner India Research Initiative

Background• In 2003, Turner created Tiny TV – A Careful Pick of

Programming keeping Young Kids in mind• Prior to Launch, Turner commissioned Research to

Understand the Unique Requirements of Young Kids & basis the findings set the tone, content & presentation of Tiny TV

• Subsequent Research indicated the edutaining programming of Tiny TV making a world of difference to Children and their Mothers

• Tiny TV grew bigger on POGO by virtue of consumer demand (Mothers’& Children) with a fare different from that it presents on Cartoon Network yet sharing fundamental values

Where the Experts fit-in..• Tiny TV aims to Inspire, Entertain & Educate children

in a ‘fun-do' environment• To improve on this aim, we have in the past spoken

to Parents (& observed children)• The other important ‘light-posts’ are Educators &

Psychologists/Psychiatrists– Educators – Experts in the Knowledge Enhancement arena– Psychologists/Psychiatrists – Experts in the Child

Development arena• Meeting the Experts would complete our circle of

knowledge pertaining to children

The Initiative• Turner commissioned the project to NFO (currently

TNS)• The Methodology was One-on-One Depth Interviews

with a structured discussion guide• A total of 2 sessions with each specialist –

– First Depth Interview – To gather prevalent concerns/issues regarding currently viewed programming by the young kids & to leave-behind episodes of shows airing/to air on POGO (Tiny TV)

– Second Depth Interview – To get the specialist view on the shows airing/to air on POGO (Tiny TV)

The Project• The Depth Interviews were conducted in 3 cities – Mumbai, Delhi

& Bangalore– Earlier research had shown media habits of adults/parents impacting

children, this was a critical input into town selection• The Specialists constituted Senior High-Profile Practitioners with

atleast 5 years experience –– Educators – 8 (Mumbai - 3 + Delhi - 3 + Bangalore - 2)– Psychologists/Psychiatrists – 7 (Mumbai - 2 + Delhi - 2 + Bangalore - 3)

– A total of 15 practitioners across the 3 centers participated in the project

Key Findings

• Television & Young Kids• POGO Programming

– Evaluations of Specific Shows

Key Findings

• Television & Young Kids• POGO Programming

– Evaluations of Specific Shows

Television & Young Kids• Role of Parent/Mother/Family in initiating child to television

viewing is substantial– Intentional – As an Ally/a Reward– Unintentional – The Child as a Secondary Viewer

• Most of what is watched is not apt – A lot of family/woman targeted programming have elements with

over-riding negatives• Stereotyping – “Mummy always shown in the kitchen, kids develop

fixed notions” (- Psychiatrist, Mumbai/Bangalore)• Clutter – “Too many situations/relationships..of different kinds…with

implied meanings – impossible for the child to relate to” (- Psychiatrist, Bangalore)

• Fast Pace – “By the time they register what is happening, its over… children tend to imagine outcomes. Not a good thing” (-Psychiatrist, Bangalore)

• Too much too soon – “Kids get exposed to negative emotions, very early” (- Psychiatrist, Bangalore)

Television & Young Kids• The Specialists were clear on what is needed

– In terms of Content – • Positive Theme – The programming should be high on

happiness quotient• Basic Concepts, in tune with the childs’ cognitive

development stage – Colors / Shapes / Alphabets / Counting / Social Etiquette / Interaction Skills

– In terms of Execution –• Simple, Easy to Comprehend – Language, Accent/Tone,

Narratives• Emphasis on Repetition – Aids the child’s comprehension of

the subject• Limited use of fast-moving images – An easy pace helps the

child to remain in ‘active’ mode• Closure per viewing occasion – The child requires help in

‘summing up’ the show, prevents the child imagining outcomes

Television & Young Kids• The Specialists were clear on what is needed

– In terms of Physical Elements – • More Visual, Less Verbal – Pictures and Actions more

essential than Narration• Music – Should comprise of songs / poems• Bright Colors – Helps typify characters and hold their

attention• Characters – An ‘authoritative figure’, a good ‘hook’.

– In terms of Benefits –• One of the Activities available to the child• Fun-n-Learn• Preparatory tool for coping with Peers• Among the first steps in Cognitive Development

Key Findings

• Television & Young Kids• POGO Programming

– Evaluations of Specific Shows

Shows/Programs Diagnosed• 4 Shows that typify different styles were diagnosed –

– Barney & Friends• A Non-Animation Format show wherein kids are seen interacting with a

‘mentor/guide’ role-playing Barney– Miffy & Friends

• Animated Show wherein Miffy interacts with peers & is central to the entire series

– Teletubbies• Non-Animation Format wherein The Teletubbies live in their own world

“Teletubby Land”.– Franny’s Feet

• Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Shows/Programs Diagnosed• 4 Shows that typify different styles were diagnosed –

– Barney & Friends• A Non-Animation Format show wherein kids are seen interacting with a

‘mentor/guide’ role-playing Barney– Miffy & Friends

• Animated Show wherein Miffy interacts with peers & is central to the entire series

– Teletubbies• Non-Animation Format wherein The Teletubbies live in their own world

“Teletubby Land”.– Franny’s Feet

• Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Barney & Friends• The Show was seen to be closely aligned to school curriculum• Barney, the driving character was seen to possess the potential

of emerging as ‘a significant other’• Would help broaden their perspective – applies curricular

elements in different contexts, adding more meaning to words• Key Elements in the Show –

– Colorful, playful and yet closer to curriculum– Aid improve ‘inter-personal/social’ skills (kids are portrayed

interacting with each other & Barney)– Theme is positive & comprises music and singing (multiple facets

have been highlighted)

Shows/Programs Diagnosed• 4 Shows that typify different styles were diagnosed –

– Barney & Friends• A Non-Animation Format show wherein kids are seen interacting with a

‘mentor/guide’ role-playing Barney– Miffy & Friends

• Animated Show wherein Miffy interacts with peers & is central to the entire series

– Teletubbies• Non-Animation Format wherein The Teletubbies live in their own world

“Teletubby Land”.– Franny’s Feet

• Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Miffy & Friends• The Shows focus on ‘inter-personal/social’ skill development is

clear• Miffy, the driving character has a high ‘cute’ quotient & child-

like, will help children identify with her• The pace and tone address the need for cognitive nourishment• Key Elements in the Show –

– Visually – very appealing (Miffy as a bunny rabbit will grab the youngsters attention promptly)

– Easy Comprehension – pace and tone very apt for the age segment– Encourages Social Bonhomie – as kids this age tend to be more

insecure (due to Pre-School & new people in their personal space), the shows portrayal of ‘groups/friends’ will add a lateral dimension to the child’s world

Shows/Programs Diagnosed• 4 Shows that typify different styles were diagnosed –

– Barney & Friends• A Non-Animation Format show wherein kids are seen interacting with a

‘mentor/guide’ role-playing Barney– Miffy & Friends

• Animated Show wherein Miffy interacts with peers & is central to the entire series

– Teletubbies• Non-Animation Format wherein The Teletubbies live in their own world

“Teletubby Land”.– Franny’s Feet

• Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Teletubbies• The Shows focus on Socialization is dominant• Visually very appealing with very low auditory inputs will help

easy comprehension• Safe & Clean Amusement• Key Elements in the Show –

– Character Appeal very strong– Pace & Activities shown are Safe & Clean– Focus on Socialization

Shows/Programs Diagnosed• 4 Shows that typify different styles were diagnosed –

– Barney & Friends• A Non-Animation Format show wherein kids are seen interacting with a

‘mentor/guide’ role-playing Barney– Miffy & Friends

• Animated Show wherein Miffy interacts with peers & is central to the entire series

– Teletubbies• Non-Animation Format wherein The Teletubbies live in their own world

“Teletubby Land”.– Franny’s Feet

• Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Franny’s Feet• The Sensory Stimulation lends significant Appeal to the Show• Franny, the central character will help identification and

inspire/stimulate a spirit of exploration• The Show clearly aims making children more aware of their

social environment (firemen, community helpers, etc.)• Key Elements in the Show –

– Identifiable Central Character will build empathy and enable learning

– Pace & Tone is easy and in-tune with the needs of the children– The Positivism in the interaction between characters is being

effectively portrayed, will boost the social skills in children

Summing Up• The Specialists rated the fare consumed by adults

as not suitable for young children• They neatly laid out the parameters to be kept in

mind whilst programming for young children• They keenly diagnosed the 4 shows and approved

them as suitable for young children• Speaking to Experts has given POGO key insights

that will help further consolidate its leadership in programming for young kids