Friday, July 2nd, 2010



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Cynopsis: Kids!


Good morning. It’s Friday, July 2, 2010, and this is your first early morning Kids briefing. And a quick reminder — Cynopsis will be on an editorial vacation all next week, returning on Monday, July 12.

Sprout, the 24/7 preschool service owned in part by Comcast, inks a carriage deal with Charter Communications.  Under the agreement Sprout is available now On Demand for customers with Charter TV in Digital.  Additionally, Charter will make Sprout’s 24-hour digital cable channel available to its subscribers on a market-by-market basis through the end of this year.  Sprout’s On Demand lineup offers 65-hours of programming monthly, including 15-hours of Spanish-language programming, such as Sesame Street, Bob the Builder, Barney & Friends and The Wiggles.  Sprout is a joint venture between Comcast Corporation, HIT Entertainment, PBS and Sesame Workshop.


CBBC will look at how kids are affected by war in drama and documentaries for kids in the UK who have a parent that goes off to war and for kids growing up in the midst of the war in Afghanistan.

  • CBBC orders the drama Pad Rats (working title, 3×30)  from Lime Pictures the show follows Jed and his group of friends that live in a tight-knit community on an army base, each has a parent off fighting in the war.  Things change for the kids when a mysterious boy arrives at their camp.  Slated to air later this year, Pad Rats will be shot in the North West of England and will be directed/produced by Paul Wilmshurst, and executive produced by Tony Wood.
  • Part of the documentary series My Life, Toy Soldiers follows a diverse group of real kids whose live are altered when a parent is off fighting in a war far from home.  CBBC commissioned the film from Walsh Bros.  Toy Soldiers is directed/produced by John Walsh executive produced by Roger James.
  • Newsround, the long running kid-targeted new series, goes to Afghanistan where host Sonali Shah will report on the impact the war is having on the kids there as well as looking at what their daily home and school lives are like.  The series will take a special look at education for girls.

In New Zealand, Nickelodeon acquires the animated series Gasp! (52×11), which it will debut on Saturday, August 7, 2010 at 7:45a and air through December of this year.  Produced by SLR Productions, the series is based on the Gasp!, Zapt!, Splat!, Squish!, Crash!, Chomp! comic book series by Australian author/illustrator/genius, Terry Denton.  Gasp! made its world premiere on Canal+ (France) in December 2009.

In the UK, Five‘s plans to launch a preschool targeted digital Milkshake! channel have been put on hold due to the broadcaster’s financial situation according to Five’s Director/Children’s Programming Nick Wilson in an interview with Broadcast Now.  While Five looks for a new owner, Wilson says he plans to further develop the Milkshake! brand online in the meantime.


The Upper Deck Company, in conjunction with HIT Entertainment, launches a new trading card based on the preschool-targeted Thomas & Friends TV series.  The initial card set, Thomas & Friends Sodor Adventures Collectipak, is comprised of 18-cards including stickers, tattoos and pop-up cards featuring the popular Thomas & Friends characters.  Upper Deck plans to introduce additional Thomas & Friends trading cards such as stand-up trading cards and sticker trading cards.  The second set of Thomas & Friends cards will be available at retail from November 2010.

Scholastic Media releases I Spy Universe for the Nintendo DS.  The game takes players on interplanetary adventure, including riddles, puzzles and brainteasers, as they work to save the universe.  I Spy Universe is distributed by Cokem International.  The game is based on the popular I Spy books by Jean Marzollo and Walter Wick, which are published by Scholastic.  The I Spy property will celebrate its 20th anniversary in 2011.

Paul Frank Industries enters into a licensing partnership with Bento, a maker of kid/youth-targeted sportswear and footwear in Europe.  Under the deal Bento will produce a line footwear line based on Paul Frank’s design for baby/kids (up to 12-year-olds), including sneakers, trainers, ballerina, flip-flops, sandals, boots, and loafers for Europe.  The new summer line of footwear ($22-$107) debuts this month.

Licensing agency Gator Group unveils a new deal between Cosmic Debris, creators of Emily the Strange, and Plastic Cash International, a teen-targeted prepaid card company, which will see the creation of exclusive Emily the Strange MyPlash Prepaid MasterCard cards for teens/young adults.  Bringing Emily the Strange, a unique and independent teen, together with MyPlash Card is designed to further encourage teens to learn about and manage their personal finances.  The Emily the Strange Card will also provide cardholders with Emily specific discounts and promotions.  Gator Group plans to announce new Emily the Strange deals at San Diego Comic Con.


Lisa Gersh, President/Strategic Initiatives, NBC, is elected to Hasbro‘s Board of Directors.  In making the announcement, Al Verrecchia, Hasbro’s Chairman noted Gersh is known for ” her expertise in launching new TV Channels and building partnership” which comes in handy as Hasbro prepares to launch the kid-targeted TV channel The Hub, a joint venture with Discovery Communications, on October 10, 2010.  Gersh co-founded and previously served as President and COO, Oxygen Media, she was also key in NBCU’s acquisition of The Weather Channel Companies, serving as its interim CEO during its transition.


Top 10 Combined Broadcast/Basic Cable shows among Kids 2-11 for the week of 6/21-6/27/10 , 6a-6a:
K2-11                                             Total Delivery (000)
DSNY*: 16 Wishes (6/25; 8-9:40p)                           2793
NICK:    SpongeBob SquarePants (6/23; 10:30a)       2163
DSNY*: 16 Wishes (6/27; 9-10:40p)                         2158
NICK:    iCarly (6/26; 8p)                                         2071
NICK:    SpongeBob SquarePants (6/23; 5:30p)         2055
NICK:    Victorious (6/26; 9p)                                   2045
NICK:    SpongeBob SquarePants (6/22; 5:30p)         2025
NICK:    SpongeBob SquarePants (6/25; 10:30a)       2001
NICK:    Brainsurge (6/23; 6p)                                 1989
NICK:    SpongeBob SquarePants (6/23; 10a)            1931
Source: Disney from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.

Top 10 Combined Broadcast/Basic Cable shows among Kids 6-11 for the week of 6/21-6/27/10 , 6a-6a:
K6-11                                               Total Delivery (000)
DSNY*: 16 Wishes (6/25; 8-9:40p)                             2224
NICK:    Victorious (6/26; 9p)                                     1743
DSNY*: 16 Wishes (6/27; 9-10:40p)                           1725
NICK:    iCarly (6/26; 8p)                                           1646
NICK:    Big Time Rush (6/26; 8:30p)                          1550
DSNY*: Good Luck Charlie (6/27; 8:30p)                     1546
DSNY*: Wizards of Waverly Place (6/25; 10:40-11:05) 1448
NICK:    Victorious (6/27; 8p)                                     1448
DSNY*: Suite Life on Deck (6/25; 9:40-10:40p)           1436
NICK:    Brainsurge (6/23; 6p)                                    1329
Source: Disney from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.

Top 10 Combined Broadcast/Basic Cable shows among Tweens 9-14 for the week of 6/21-6/27/10 , 6a-6a:
Tweens 9-14                                    Total Delivery (000)
DSNY*: 16 Wishes (6/25; 8-9:40p)                             2029
NICK:    Victorious (6/26; 9p)                                     1574
DSNY*: 16 Wishes (6/27; 9-10:40p)                           1556
NICK:    iCarly (6/26; 8p)                                           1540
NICK:    Big Time Rush (6/26; 8:30p)                          1381
DSNY*: Good Luck Charlie (6/27; 8:30p)                     1275
DSNY*: Suite Life on Deck (6/25; 9:40-10:40p)           1262
NICK:    Victorious (6/27; 8p)                                     1215
NICK:    True Jackson, VP (6/26; 9:30p)                      1195
DSNY*: Wizards of Waverly Place (6/25; 10:40-11:05) 1194
Source: Disney from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.

Top 10 Combined Broadcast/Basic Cable shows among Teens 12-17 for the week of 6/21-6/27/10 , 6a-6a:
Teens 12-17                                         Total Delivery (000)
BET:      BET Awards Show (6/27; 8-11:27p)                   1188
DSNY*: 16 Wishes (6/25; 8-9:40p)                                 1142
FAM:     Pretty Little Liars (6/22; 8-9p)                              881
NICK:    iCarly (6/26; 8p)                                                 867
NICK:    Victorious (6/26; 9p)                                           850
ABC:      World Cup-USA vs. Ghana (6/26; 2-5:12p)           839
DSNY*: 16 Wishes (6/27; 9-10:40p)                                 822
NICK:    Big Time Rush (6/26; 8:30p)                                817
UNIV:    World Cup-Argentina vs. Mexico (6/27; 2-4:28p)   805
NAN:     George Lopez (6/23; 11p)                                    803
Source: Disney from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Abbreviation for Adult Swim, which airs on Cartoon Network

Final K6-11 Ratings for Saturday, June 26, 2010 Broadcast Networks only (Live + SD Data):
Source: Disney Research from Nielsen Media Research Data
ABC 0.7/3 Avg. (9a-1p)
The Emperor’s New School 0.4/2; The Replacements 0.7/3; That’s So Raven 0.7/4; That’s So Raven 1.0/5; Hannah Montana 0.8/4; Suite Life of Zack & Cody 1.0/4; Hannah Montana 0.4/2; Suite Life of Zack & Cody 0.5/3
CW (TheCW4Kids) 0.4/3 Avg. (7a-12p)
Magical DoReMi 0.2/2; Winx Club 0.3/4; Dinosaur King 0.2/2; Skunk Fu! 0.4/3; Teenage Mutant Ninja Turtles 0.5/3; Teenage Mutant Ninja Turtles 0.5/2; Sonic X 0.6/3; Chaotic 0.5/3; Yu-Gi-Oh 0.5/3; Yu-Gi-Oh 0.4/2
NBC (Qubo on NBC) Avg. 0.2/1 (9a-12p)
Willa’s Wild Life 0.2/1; Jane and the Dragon 0.1/0; Turbo Dogs 0.2/1; Shelldon 0.3/2; 3-2-1 Penguins 0.3/1; Babar 0.2/1
CBS (CookieJarTV) 0.2/1 Avg. (7-10a/10a-12p)
Noonbory and the Super 7 0.1/1; Busytown Mysteries 0.1/0; Doodlebops Rockin’ Road Show 0.2/1; Sabrina: The Animated Series 0.4/2; Sabrina: The Animated Series 0.3/1; Strawberry Shortcake 0.2/1

Final K6-11 Ratings for Saturday, June 26, 2010 Cable Networks only (Live + SD Data):
Source: Disney Research from Nielsen Media Research Data
NICKELODEON 3.7/21 Avg. (7a-1p)
Jimmy Neutron 1.6/19; Jimmy Neutron 1.9/19; Fairly OddParents 2.5/20; Fairly OddParents 3.3/21; SpongeBob SquarePants 4.3/24; SpongeBob SquarePants 5.0/26; Penguins of Madagascar 4.3/21; Fanboy & Chum Chum 3.3/17; SpongeBob SquarePants 4.1/20; SpongeBob SquarePants 4.3/20; iCarly 5.0/23; iCarly 4.6/23
DISNEY CHANNEL 2.2/13 Avg. (7a-1p)
My Friends Tigger & Pooh 1.7/20; Chuggington 1.7/18; Special Agent Oso 1.8/15; Handy Manny 2.0/13; Mickey Mouse Clubhouse 1.9/11; Mickey Mouse Clubhouse 1.8/9; Imagination Movers 2.2/11; Handy Manny 2.2/11; Suite Life on Deck 2.2/11; Suite Life on Deck 3.1/14; Wizards of Waverly Place 3.3/15; Wizards of Waverly Place 2.8/15
CARTOON NETWORK 1.3/8 Avg. (7a-1p)
Pokemon: DP Sinnoh League 0.8/9; Beyblade: Metal Fusion 0.6/6; Ben 10: Ultimate Alien 1.1/9; Generator Rex 1.3/8; Hot Wheels: Battle Force 1.1/6; Hot Wheels: Battle Force 1.3/7; Bakugan: Gundalian Invaders 1.3/6; Johnny Test 1.6/8; Johnny Test 2.0/10; Johnny Test 1.8/8; Garfield Show 1.6/8; Garfield Show 1.7/8;
DISNEY XD 1.0/6 Avg. (7a-1p)
Kid vs. Kat 0.2/3; Phineas and Ferb Shorts (15 minutes) 0.3/4; Next X (15 minutes) 0.4/4; Phineas and Ferb 0.5/4; Kick Buttowski 0.8/5; Adventures of Shark Boy & Lava Girl (1×120) 1.6/8; Zeke and Luther 1.2/6; Lockie Leonard 0.7/3; Lockie Leonard 0.4/2

Live + Same Day Ratings Kids Cable Network Averages (000) for Wednesday, June 30, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1177; K6-11 707; TWEENS 9-14 518
DISNEY CHANNEL:     K2-11 1146; K6-11 787; TWEENS 9-14 654
CARTOON NETWORK: K2-11   605; K6-11 422; TWEENS 9-14 308
DISNEY XD:               K2-11   211; K6-11 150; TWEENS 9-14 120
NICKTOONS:              K2-11   140; K6-11 107; TWEENS 9-14   90
Source: MTVN Research from Nielsen Media Research Data

Friday Fun Fact: 
The game Scrabble is found in one out of every three US homes.

Answer to Yesterday’s Trivia:    What was the name of the cat The Brady Bunch girls had which was only seen in one episode? FLUFFY  (Tiger was the dog) Kudos to:  Rachel Leber-Nickelodeon/NY; Maria Lisa Nerahoo-Nickelodeon/NY; Heidi Schwartz-The Giddy Gander Company/Ridgewood; Keith Manzella-Eastwest MG/NY; Robert Hughes-Disney Channel/LA; Amanda Zolpher-Tokyopop/LA; Sandra Mueller-KTLA/LA; Maytal Nissim-The Hub/Burbank;

Today’s Trivia Question: In what children’s neighborhood can we pretend it is any time we want because the clock has no hands?   Remember … we’re off now until July 12, so look for the answer to this question a week from Monday! (Email with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)

Later …. waaaaay later …. back on July 12!  —
Gwen Billings for Cynopsis Kids!

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  JOB OPENING: DIRECTOR OF INTEGRATIONS/ Branded Entertainment Division of ZenithOptimedia/NYC: Develop and execute non-traditional, cross-platform solutions. Send resumes to: (7/15)

JOB OPENING:  FREELANCE SCHED ASST/NYC: Entry Level: Detail/Organiz. Respn incld assist Sched w. logs, data entry, operate (MAPS/Grip IT),create #s for promos/bugs, Operational/strategic plan’g. Exp. Req. Resume (7/15)

JOB OPENING: AFFIL MKTG MGR/Halogen TV/Indian Land, SC: 2-4 yrs proven TV affil mktg exp. Innovative & creative thinker w/ refined mngmnt skills. Full description: Cvr/res:   (7/15) 

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JOB OPENING: DIR OF STRATEGIC MARKETING/Syfy/NYC: Network.Responsible for all stages of strategic development & creative execution of revenue generating, integrated marketing solutions for Syfy / (7/14)

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JOB OPENING:  SALES DIRECTOR/TV Guide Mag/LA: Exp/contacts ent media, specifically ntwrk prgmng.Increase existing bus, generate new ad rev, dvlp strategic plans, negotiate rates &schedules. Apply to (7/13)

JOB OPENING: EXEC ASSISTANT, PROGRAMMING/ Nickelodeon/NYC: 1+yrs exp. Exec Asst, Strng comm/comp skills, Strg org/detail skills, Superior organization/time mgmt skills EOE/M/F/D/AAP. Apply (7/3)

JOB OPENING: PROMOTIONS & PR SPECIALISTS/ElectricArtists/NY: Dev/pitch/execute online contests/promotions. Expert ideation 2-4+ yrs mktg, PR. Online media, TV, or major consum brand. (7/3)

JOB OPENING: DIRECTOR AD SALES MARKETING/Hallmark Channel/NY: direct & implement advertising, direct mail, upfront, events. Min 7 yrs exp. Full posting & apply at (7/3)

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JOB OPENING: CONSUMER MKTG -F/L/AETN/ Los Angeles: Multi-pltfrm off-air/promo cmpgns fr LT prgrming-prtnrshps/evnts/vndrs/ cmpgns/5+ yrs consmr mkgt/TV. (7/3)

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SUMMER INTERNSHIP CREDITS ONLY: SOCIAL MEDIA INTERN/Oxygen Media/NBCU(NY): Must be eligible to earn college credit, start late July & work through fall semester 2-3 days/week, passionate about TV & social media. Resume to (7/3)

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SITUATION WANTED: PROJ MGR, Interactive Platforms; Ideation and Implementation Expert, Brand-to-Consumer Exp: Moving to NYC 6/29. Looking for FT. 2+ yrs exp in digital media, 3+ in brdcst. (7/14)

SITUATION WANTED: Dedicated & Experienced ADV. SALES PLANNER (NY) Sales proposals, resolving client discrepancies, quarterly post analysis, special sales service projects, expert computer skills. Contact-  (7/14)

SITUATION WANTED: 9xEmmy winning CREATIVE PRODUCER/ATL seeking freelance. Great w/ clients.15yr exp in promo/creative TV. Also ON-AIR HOST/EMCEE -see (ROAD TRIP) site: (7/13)

SITUATION WANTED:  BRANDED CONTENT/Media Partnerships Sales Pro: Problem solver who specializes in negotiating multi-platform media partnerships and custom branded content solutions. Contact: (7/13)

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