03/02/16: Kids Upfront season is out of the gate; Disney goes back to High School; Q&A with the legendary Marty Krofft


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Good morning. It’s Wednesday, March 2, 2016, and this is your weekly issue of Cynopsis: Kids!


Upfront season is off and running with two kids heavyweights touting their programming and brand sponsorship opportunities this week. Nickelodeon will woo advertisers this afternoon at Lincoln Center. Among news to be announced, the company is changing the moniker and scope of its partner marketing division. The former Nickelodeon Inside Out Unit will now be Nickelodeon Velocity, and will offer expanded synergies with parent Viacom Velocity for age-appropriate campaigns.

“Our clients are increasingly looking for solutions that span the Viacom portfolio,” Sharon Cohen, Nick EVP of partnership marketing, tells CynKids. “Nickelodeon Velocity works seamlessly with the Viacom Velocity team to craft client-centric campaigns that are tailored to our demos and through our unique brand filters.” The division now will offer brand partners access to the full Viacom portfolio, including the Velocity Product Group suite of data analysis and social amplification tools and Viewprint, a data-driven creative map developed by Velocity and Viacom’s data science team to support the ideation process and give marketers enhanced insights about the consumer segments that partners want to reach.


Kids First. And First with Kids.
Nickelodeon finished 2015 as the number one network with Kids 2-11, beating the next closest competitor by +30% last quarter.



Disney Channels also kicked off its Upfront this week, with presentations yesterday and today at Disneyland, and next week in Florida at Disney World. Disney Media Sales and Marketing is representing 17 new series, 28 current series, 785 episodes, the Radio Disney Music Awards and two new original movies this year, across Disney Channel, Disney Junior and Disney XD. 

One highlight: More than a decade after High School Musical became a global phenom, Disney Channel is heading back to East High. As part of its Upfront presentation, the network announced it is casting for High School Musical 4, with Jeffrey Hornaday (Teen Beach Movie) on board to direct and choreograph. Disney is conducting a nationwide casting search, led by casting directors Jason La Padura, Natalie Hart and Kendra Patterson of LaPadura/Hart/Patterson.

In more news, the company is changing its content windowing strategy. As of March 1, Disney Channels will premiere all new series episodes across all platforms on the same day. Previously, series eps launched on linear television with WATCH Disney apps and VOD following the day after their linear premiere. Disney Channel Original Movies typically premiered on WATCH Disney apps prior to linear television. "As our viewers are increasingly presented with more viewing options, our goal is to give them a consistent offering and to ensure that performance is maximized across all platforms,” said Paul DeBenedittis, SVP, programming strategy, Disney Channels Worldwide. 
For a deeper dive into the 2016 Kids Upfront marketplace, look for Cynposis Kids’ special report, coming to your emailbox on March 17.


Disney XD premieres original series spinoff Lab Rats: Elite Force The Rise of Five tonight (Wednesday) at 8:30p. The action begins after the Mighty Med hospital is destroyed, and Kaz, Oliver and Skylar join forces with Bree and Chase to form a powerful elite force that combines bionic heroes and superheroes to track down the villains and keep the world safe. Lab Rats creators Chris Peterson and Bryan Moore (That ’70s Show) are exec producers.

Family Channel will air new original feature film Ice Girls on Friday, March 11 at 8p. Starring two-time Olympic silver medalist Elvis Stojko and Natasha Henstridge (The Whole Nine Yards) the movie follows skater Mattie Dane as she struggles to regain her confidence and determination after having her dreams shattered.


Nickelodeon is continuing to reinvent its ‘90s library for new audiences. The network is developing a live-action TV movie inspired by its game show Legends of the Hidden Temple, drawing on the original series’ premise of kids competing to retrieve Mayan artifacts. The new movie, starring Isabela Moner (100 Things To Do Before High School) will follow three siblings who embark on a high-stakes mission. In addition, Nick greenlit a two-part animated Hey Arnold! TV movie, written and exec-produced by the series’ original creator Craig Bartlett. Both movies will debut in 2017.


Nickelodeon is renewing canine-centric, live action/puppetry series Mutt & Stuff for a second season. The show, created by the legendary kids content team of Sid and Marty Krofft, and Bradley Zweig, and starring Cesar Millan and his son Calvin Millan, is the top-rated preschool show in its timeslot (10a).  CynKids spoke with Marty Krofft about the magic of Krofft shows like H.R. PufnStuf through the years, why Mutt & Stuff is a success, and future plans  including possible reboots of Krofft classics Sigmund and the Seamonster and The Bugaloos:

What’s the magic ingredient of your shows?
All of our experience came from doing live shows around the country. We were the creative heads of Six Flags, we had thousand-seat theaters in four cities as producers. Most of the producers see Montana from an airplane but we were in the trenches, we always did live shows and that really is part of our success. We tried and tested everything. Pufnstuf started in San Antonio, Texas at the Hemisphere World’s Fair in 1968. We did it for the Coca-Cola Co.

Does kids’ consumption of content across different platforms influence your creative process today?
Not at all. We don’t look at any other shows, we try to do original shows that haven’t been done before and this is another one. Twenty-three dogs in one show. The great thing about having dogs is they don’t talk back, they show up on time, cooperate. No egos.

You’ve been at this a long time. Do you look at ratings?
It’s impossible not to look at ratings and it’s good to know how you’re doing. Every week I send sizzles of each episode to all the executives to make sure they’re watching at least that. They told me they are now going to do it with other shows. I should’ve copyrighted that idea.

How has your development process changed?
We do no developing without a pilot guarantee. We don’t want to go to a series directly, we want to do a pilot and make sure we have it together. We did it with this show [Mutt and Stuff], we did two pilots. We learned something with the first one and something with the second one. And then the show has grown and expanded. We leased a 727 jet for the cockpit and put it in the stage for the dogs to go to Hawaii for vacation. That was never in the original plan.


Digital platform SuperAwesome is expanding to YouTube with the Kidfluencer YouTube Network, offering a channel where brands can engage with kids and families in a COPPA-compliant environment. “The centennial generation are not bound by a single digital destination. They consume vast amounts of content. For brands to reach this audience, a network approach is the only way you can be sure your message is getting through,” said Dylan Collins, SuperAwesome CEO. The company reaches 250 million kids per month via its mobile, web and online . YT creators and distributors include FamilyGamerTV, Wildbrain (DHX), Diagonal View, Studio71 and TaDaKids.

Pop singer and YouTube influencer Megan Nicole will lend her voice as a guest onan upcoming episode of Saban Brands’ animated series Popples, a Netflix original. The series, which returns Friday, March 11, follows the adventures of BPPs (Best Popple Pals) Bubbles, Sunny, Lulu, Izzy and Yikes, creatures who are able to pop into and out of balls and roll around at will. Nicole, who has 3.5 million YT subscribers, will voice pop star Squeaky Pop and sing a new Popples original song.


Nickelodeon is Reaching Fans Everywhere.
Through Nickelodeon’s TV Everywhere apps and sites, fans get their favorite Nickelodeon content where they want it, when they want it-amounting to 27 million downloads and over 100 million video views per month.




DreamWorks Animation CEO Jeffrey Katzenberg told attendees at the Morgan Stanley Technology, Media & Telecom Conference he could see the possibility of DreamWorks-Paramount collaboration under the right circumstances, as Paramount parent Viacom looks for investors in the studio. “I could imagine that with a good financial partner coming with us, putting together the assets of Paramount of DreamWorks could be extremely valuable,” he said.

They grow up so fast. Kidz Bop is turning 15 and taking the celebration on the road with the new “Life Of The Party” tour. Touching down in more than 50 cities, the tour launches on April 23 in Austin, TX, featuring the Kidz Bop Kids and travels to cities including Boston, Minneapolis, Nashville and Orlando through September 25. Tour is repped by Artist Group International (AGI); Friendly’s Ice Cream is an official partner and will sponsor all dates in the Northeast.

Sidney Kimmel Entertainment acquired film rights to New York Times No. 1 best-selling children’s book Pax from author Sara Pennypacker. The story centers on a boy who is separated from his pet fox and their struggle to reconnect in wartime.


The British Animation Awards 2016 are slated for March 10. The 20th incarnation of the event features a bevvy of categories, including Clangers, Hey Duggee and Lily’s Driftwood Bay nominated for best preschool series; and Amazing World of Gumball, Scream Street and Rastamouse for best children’s series.

9 Story Media Group licensed preschool series Nature Cat to DHX Television’s kids channel Family CHRGD in Canada. Series, created by Emmy-winning Spiffy Pictures and featuring voice talent from Taran Killam, Kate McKinnon and Bobby Moynihan, premiered in November 2015 on PBS Kids in the US; it will debut in Canada this summer.

Technicolor and DHX Media finalized an agreement with the UK’s BBC to air animated underwater adventure series The Deep on CBBC beginning this month. The series is based on the Tom Taylor graphic novel series illustrated by James Brouwer. Taylor serves as co-creator and lead writer of the series and Brouwer serves as co-creator and art director.
DHX Television is bringing family-friendly entertainment to more homes in Canada this month with a complimentary nationwide sampling of its kids network suite including Family Channel, Family CHRGD, Family Jr. and Telemagino.


Macy’s is teaming with Nickelodeon and NBA All-Star Carmelo Anthony to introduce the TMNT x Melo line of boys’ apparel and accessories inspired by the Teenage Mutant Ninja Turtles brand. The collection includes graphic T-shirts, hoodies, pajamas, as well as basketballs and an over-the-door basketball hoop. The line will be available for a limited time in all Macy’s stores and macys.com in early May. 

Lawless Entertainment concluded a deal with e-commerce platform MyLocker for the Geronimo Stilton brand. The deal will see MyLocker develop an online store where consumers can personalize apparel and consumer products created with Geronimo Stilton’s branded art.


Nickelodeon is Dominating the Kids’ Content Space.
Nickelodeon’s presence in kids’ content is bigger than ever. The four networks in Nickelodeon’s portfolio amount to a 60% share of viewing in the kids’ ad-supported market-up 5 share points from last year.




Food Network’s February saw the highest ratings ever for the Monday 8p timeslot with nearly a quarter of the Kids Baking Championship A25-54 audience co-viewing the show with a K2-17; the series finale last week posted a .9 rating for A25-54 and a .8 for Millennials A25-34.

For February, Disney Channel ranked as the No. 1 network on a Total Day basis for the 58th consecutive week, powered by the cable TV premiere of Disney’s Frozen and full episode preview of the original comedy series Stuck in the Middle. Also during February, the Disney Junior block and 24-hour Disney Junior channel combined to deliver six of the month’s top eight cable TV telecasts in K2-5, including new eps of The Lion Guard, Sofia the First and PJ Masks.

Top 10 Basic Cable Ratings for the week of February 8, 2016

K2-11 Total Programming Day

K2-11 Prime (Monday  Sunday 8-11p.m.)

K6-11 Total Programming Day

K6-11 Prime (Monday  Sunday 8-11p.m.)
Source: Turner Research based on Total US Television Universe of 115,800,000 homes, Final Live+7.

K2-11  Top 10 Programs for the week of February 8, 2106

2/14/16 Frozen/DSNY/7-8:45p/1984
2/14/16 Stuck in the Middle/DSNY/8:45-9:15p/1589
2/12/16 Paw Patrol/NICK/12-12:30p /1309
2/12/16 Lion Guard/DSNY/9:30-9:55a/1223
2/12/16 Bunk’d/DSNY/8-8:30p/1191
2/13/16 The Thundermans/NICK/8-8:30p/1171
2/14/16 Bunk’d/DSNY/9:15-9:45p/1106
2/14/16 The Walking Dead/AMC/9-10:30p/1099
2/8/16 Paradise Run/NICK/7-7:30p/1062
2/13/16 /Nicky, Ricky, Dicky & Dawn/NICK/8:30-9p/1045

K6-11  Top 10 Programs for the week of February 8, 2016

2/14/16 Stuck in the Middle/DSNY/8:45-9:15p/1234
2/14/16 Frozen/DSNY/7-8:45p/1163
2/12/16 Bunk’d/DSNY/8-8:30p/979
2/13/16 The Thundermans/NICK/8-8:30p/945
2/14/16 Bunk’d/DSNY/9:15-9:45p/883
2/13/16 Nicky, Ricky, Dicky & Dawn/NICK/8:30-9p/853
2/11/16 Teen Titans Go!/TOON/6-6:30p/787
2/12/16 Girl Meets World/DSNY/8:30-8:55p/783
2/8/16 Paradise Run/NICK/7-7:30p/782
2/12/16 Paraadise Run/NICK/7-7:30p/768
Source: Turner Research based on Total US Television Universe of 116,400,000 homes, Final Live+7.

Weekend box office estimates for the top-grossing movies rated G, PG or PG-13, provided by comScore for February 26-28, 2016:
Gods of Egypt
(Lionsgate/Sony) PG-13 $14 million (opening weekend)
Kung Fu Panda 3 (Fox) PG $9 million (weekend) $128.46 million (5-week cume)
Risen (Sony) PG-13 $7 million (weekend) $22.7 million (3-week cume)
Eddie the Eagle (Fox) PG-13 $6.3 million (opening weekend)
Race 2016 (Focus) PG-13 $4.28 million (weekend) $13.86 million (2-week cume)
Star Wars: the Force Awakens (Buena Vista) PG-13 $3.04 million (weekend) $926.04 million (11-week cume)
Zoolander 2 (Paramount) PG-13 $2.28 million (weekend) $27.39 million (3-week cume)
Ride Along (Universal) PG-13 $1.51 million (weekend) $88.49 million (7-week cume)
The Lady in the Van (SPC) PG-13 $1.3 million (weekend) $5.95 million (13-week cume)
Hail, Caesar (Universal) PG-13 $1.25 million (weekend) $28.42 million (4-week cume)
Source: comScore


Snapchat has wooed Sriram Krishnan, the founder of Facebook’s mobile ad network, to join its growth and revenue team. Krishnan’s title and responsibilities have not yet been announced.


Social Media Keeps Fans Connected to Nickelodeon.
Nickelodeon leverages the biggest social platforms, hottest social stars and most influential moms in the social space to keep the conversation going with fans. Nickelodeon now has over 300 million followers across social media platforms.




Today’s Trivia Question: What ‘70s pop outfit was the namesake of a short-lived live-action show produced by Sid and Marty Krofft? Email cathy@cynopsis.com with your answer and be sure to include your name, company, city and time zone.)


Nickelodeon’s Large Adult Audience Keeps Growing.
Nickelodeon’s platforms reach a wide-range of influential adult audiences. Partners have a great opportunity to connect with adults 18-49 on Nick@Nite, engage with parents on Nick and Nick Jr., and reach Millennial fans through The Splat, a modern refresh of ’90s Nick.


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Introducing Nickelodeon Velocity.
Nickelodeon Velocity helps partners navigate the world of kids’ advertising and marketing, offering full-service creative and production resources, branded entertainment, audience expertise, and IP to bring brands and our fans together.


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Kids First. And First with Kids.
Nickelodeon finished 2015 as the number one network with Kids 2-11, beating the next closest competitor by +30% last quarter.



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