Straight from The Experts

1. Straight from The Experts A Turner India Research Initiative

2. 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

3. 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

4. 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)

5. 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

6. Key Findings • Television & Young Kids • POGO Programming • Evaluations of Specific Shows

7. Key Findings • Television & Young Kids • POGO Programming • Evaluations of Specific Shows

8. 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)

9. 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

10. 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

11. Key Findings • Television & Young Kids • POGO Programming • Evaluations of Specific Shows

12. 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

13. 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

14. 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)

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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