Wednesday, April 21st, 2010


Bringing it!
Disney XD delivered its most watched Q1 in the network’s history.
And March marked our 15th consecutive month of double digit growth.
Kids said “bring it” and we brought it!

Disney XD has the pedal to the metal – and you gotta be part of it!
Call Michelle Scarola, SVP Sales at 212-807-5801

Source: The Nielsen Company via Startrak. 10/2/00-3/28/10 by quarter. 12/31/07-3/28/10 double digit growth vs same month in prior yr. M-Su 6a-12a, Kids 6-14. Live+SD AA(000). Subject to qualifications available upon request.

Cynopsis: Kids!

Good morning. It’s Wednesday, April 21, 2010, and this is your first early morning Kids briefing.

DoSomething .org and Sprint, via its Sprint Foundation, team to declare a thumb war this week with the launch of the new anti driving and texting campaign, Thumbs Wars: Teen vs. Texting & Driving ( ).  Joel McHale and Ken Jeong, co-stars of NBC’s Community, star in a new Public Service Announcement (PSA) that focuses on the campaign and encourages teens to stop texting and driving and get their friends and family to do the same.   To help teens remember not to text and drive, the campaign is teens can get “thumb socks” to wear, of course, on their thumbs at  Teens are also invited to enter a bumper sticker design contest to help spread the word.


Universal‘s live-action movie adaptation of Hasbro‘s Stretch Armstrong will be directed by Rob Letterman and will get a re-write from Nicholas Stoller, the two both worked together in the same roles on Gulliver’s Travels, per Variety.  The movie stars Taylor Lautner (The Twilight Saga movies).  Produced by Imagine Entertainment and Hasbro, the original screenplay for Stretch Armstrong was penned by Steve Oedekerk.  Letterman previously directed Monsters vs Aliens and Shark Tale, while Stoller co-wrote/directed Get Him to the Greek and directed Forgetting Sarah Marshall.  The movie is slated for a 2012 release.


Adult Swim‘s Aqua Teen Hunger Force premieres its 100th episode on May 2, 2010 at 12a  sure it’s not for kids  but it’s funny.  Aqua Teen Hunger Force debuted on Cartoon Network in 2000, about a year before the network launched Adult Swim.  By the way  one of the best press releases ever!  It featured a hand puppet of Meatwad, basically a shape shifting glob of meat that is one of the main characters, reading the entire press release, with a few comments of his own.

Season eight of the syndicated Teen Kids News (TKN) has been cleared for all 210 TV stations, including all 28 Hearst stations.  Currently in its seventh season, the new season launches in September 2010.  Most recently TKN was one of the few teams of kid reporters invited to Washington DC by the White House to cover the launch of the First Lady’s anti-obesity initiative.  TKN is produced by Eyewitness Kids News.

Canada’s YTV has partnered with Earth Rangers, a non-profit organization, on their Bring Back the Wild initiative, a kid-centric fundraising and awareness campaign created with the Nature Conservancy of Canada to help protect animals and the real habitats where they live.  The campaign kicks off this week, Earth Week, and encourages Canadians to empower and educate themselves on what they can do to help protect animals and their natural homes.  The campaign has two phases: First – a Bring Back the Wild 30-second PSA debuts on YTV this week, along with Carlos, host of the network’s afterschool block The Zone, will showcase the Earth Rangers organization, feature animals and learn about the threat to their habitats, in segments; phase 2 includes four new on-air spots that debut beginning May 17, each focusing on a different animal, a 60-second contest spot will also begin that day for two weeks.

National Geographic Kids celebrates the 40th anniversary of Earth Day with a range of content at .  All of the Earth Day related content will be featured from the website’s Green Scene.  The site will also offer Earth and environment-centric games such as Recycle Roundup and Creek Cleanup, activities including Start Garden! and Camp out, as well as the story Drinking Water: Bottled or From the Tap?.

MTV Networks International (MTVNI) comes out of MIPTV 2010 with a bevy of new broadcast deals for kid-targeted series.  The new deals listed below are in addition to the previously announced 40 new broadcast partners for The Penguins of Madagascar: CCTV (China) picks up Dora the Explorer; in Eastern Europe  Ai (Macedonia), Teleimedi (Georgia) and Armenia TV (Armenia) acquire SpongeBob SquarePants; SpongeBob will also head to Latin America with a new deal inked by Telenica (Nicaragua), and a renewed deal with America TV (Peru) and will air as part of a new branded block deal with TV Hondurena (Honduras); additionally, a deal has also been completed with Network 10 (Australia) for SpongeBob.

RDF Rights completes two deals with Scandinavian broadcasters for its live-action kid’s series Tricky TV and Trapped.

  • NRK (Norway) acquires the magic-centric series Tricky TV (23×30).  Hosted by Stephen Mulhern, the series is produced by the Foundation, which, like RDF Rights, is part of RDF Media Group.  A third season of Tricky TV is currently in production.
  • SVT (Sweden) picks up the tween-targeted drama Trapped (52×30).  A Channel 7 (Australia) commission, RDF Rights acquired the worldwide distribution rights to the series from Northway Productions last year.


Upcoming Upfront 2010 Special Editions:
Spanish Language (5/5), Broadcast (5/19)

Special Editions and more Upfront information are available at Upfront Overview.

Influence Brands and Agencies’ Upfront Buying Decisions.
Space is limited. Contact Mike Farina to reserve your advertising!, 203.218.6480


Anchor Bay Entertainment picks up the US hone entertainment distribution rights to Ludorum‘s CGI-animated series Chuggington, which airs in the US on Disney Channel’s Playhouse Disney block (six days a week).  Anchor bay will begin distributing Chuggington DVDs from early 2011.

Turner Entertainment Interactive Media launches the first Cartoon Network online shop for fans in Australia at ( ).  The store features products (e.g. DVDs, apparel, coloring books, comics, accessories) based on the network’s original series, including Ben 10, Powerpuff Girls, Chowder and Flapjack, as well as other franchises such as Bakugan.  Turner Entertainment Interactive Media is a division of Turner Entertainment Networks Asia.

Bazooka Candy Brands teams with record labels Razor & Tie and Go Entertainment in a cross-promotional partnership.  The campaign, which begins on national TV this month, will focus on the Baby Bottle Pop brand, features Razor & Tie artist, Mathias Anderle (16-yrs-old), and Go Entertainment’s Kicking Daisies (14-17 yr-olds).  The first TV ad features Anderle performing his adaptation of the Baby Bottle Pop jingle.  Simultaneously, Bazooka Candy Brands will launch the revamped ( ) that will offer free MP3 downloads from Anderle and Kicking Daisies.  Previously, Bazooka Candy Brands campaigns featured Jonas Brothers and Clique Girlz.  Bazooka Candy Brands is part of T Topps Company.

Nickelodeon & Viacom Consumer Products EMEA (NVCP) inks new license deals for SpongeBob SquarePants and Dora the Explorer:

  • Prague-based Cartoon Mania (underwear, nightwear, T-shirts, accessories  – for kids, tweens and teens), signs on as one of the first SpongeBob licenses in the Czech Republic.  The deal also covers Slovakia and Russia, with retailers including Sparkys, Interspar, Ahold, and Kaufland.
  • In Turkey, kid’s retailer Panco signs SpongeBob SquarePants and Dora the Explorer enters into a deal for apparel, sleepwear and underwear. The ranges will be available in Panco’s 68 stores.
  • In the Nordic region, Nordic Game Supply will produce a Dora Saves the Snow Princess game for Nintendo DS.

The Dimensional Branding Group (DBG) has been tapped as the agency for the Professional Bowling Association (PBA).  DBG will develop consumer product licensing efforts with the PBA in a range of categories including toys and games, interactive (console), apparel, and novelty.  In addition to its membership (4,300 worldwide), the PBA also oversees competition between professional bowlers via various tours such as the PBA Tour, PBA Women’s Series, PBA Senior Tour and PBA Regional Tours.

Elsewhere, Dimensional Branding Group (DBG) has also inked new deals for its existing brands:

  • Skee-Ball gets three new license deals including with FreeVerse (iPhone apps), Gameloft (mobile apps), and Ripple Junction (T-shirts).
  • Deals for Quirk Books bestselling title, Pride and Prejudice and Zombies by Jane Austen and Seth Grahame Smith, new deals include Ripple Junction (T-shirts) and FreeVerse (iPhones apps).
  • Five new licenses for artist/designer, Masha D’yans including: Rizzoli (calendars); Wall Ready (framed art); American Greetings (greeting cards); Paper Product Designs (napkins) and Graphique De France (greeting cards).


Starz appoints Carmi Zlotnik as MD, Starz Media and John Penny as EVP/Strategy and Business Development, Starz, both will be based in Beverly Hills and report to Starz President and CEO Chris Albrecht.  Zlotnik will manage production of Starz’s original series and mini series (e.g. Spartacus: Blood and Sand, Camelot).  Most recently, Zlotnik was head of global operations for IMG Global Media.  He previously toiled for 20 years at HBO in various senior positions.  Penny will work with Albrecht to evaluate and build business strategies, partnerships and develop new business opportunities across the Starz companies.  Penny previously served President and Head/Corporate Development, Foresee Entertainment, and as Head of Strategy, IMG Global Media.  He also worked for HBO, as SVP/Digital Initiatives, and held executive positions at AT&T, Viacom, and ACTV among other places.  This new Starz structure will see Bill Hamm step down from his position as EVP/Production and Development.


Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K2-11 (000) 4/12-4/18/10 :
Total Day      (000)   Primetime       (000)
NICK°:            1120    DSNY*:             1286
DSNY*:             795    CARTOON:          789
CARTOON:         535    NAN:                  716
NAN**:             418    NICK JR.:            513
NICK JR.:           362    DXD:                 159
ADSM**:           182    NICKTOONS:      129
DXD:                 121    BET:                  121
NICKTOONS:       79    DISCOVERY:         98
BET:                    61    ESPN:                  72
DISCOVERY:        46    COMEDY:              66
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K6-11 (000) 4/12-4/18/10 :
Total Day        (000)  Primetime       (000)
NICK°:               573    DSNY*:             974
DSNY*:              512    NAN**:             561
CARTOON:          332    CARTOON:        543
NAN**:              322    DXD:                107
ADSM**:            108    NICKTOONS:      89
DXD:                   73    BET:                   78
NICK JR.:             57    NICK JR.:            76
NICKTOONS:        51    DISCOVERY:        58
BET:                    41    ESPN:                 47
MTV:                    26    COMEDY:            47
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Weekly Top Ten Basic Cable Ad Supported Networks, Total Day and Primetime Rankings among Tweens 9-14 (000) 4/12-4/18/10 :
Total Day        (000)   Primetime      (000)
NICK°:              427     DSNY*:             748
DSNY*:             422     NAN**:             611
NAN**:             399     CARTOON:         381
CARTOON:         243     BET:                 128
ADSM**:           153     MTV:                  98
MTV:                   71     DXD:                  87
BET:                    64     COMEDY:            83
DXD:                   57     ESPN:                 76
ESPN:                  43     DISCOVERY:       68
NICKTOONS:        40     NICKTOONS:       58
COMEDY:             40
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
°Nickelodeon Total Day 6a-11p

Live + Same Day Ratings Kids Cable Network Averages (000) for Friday, April 16, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1080; K6-11 487; TWEENS 9-14 357
DISNEY CHANNEL:     K2-11   900; K6-11 569; TWEENS 9-14 451
CARTOON NETWORK: K2-11   467; K6-11 295; TWEENS 9-14 239
DISNEY XD:               K2-11   147; K6-11   93; TWEENS 9-14   66
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Saturday, April 17, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1431; K6-11 986; TWEENS 9-14 696
DISNEY CHANNEL:     K2-11 1208; K6-11 785; TWEENS 9-14 548
CARTOON NETWORK: K2-11   695; K6-11 475; TWEENS 9-14 356
DISNEY XD:               K2-11   185; K6-11 124; TWEENS 9-14   92
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Sunday, April 18, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1257; K6-11 867; TWEENS 9-14 692
DISNEY CHANNEL:     K2-11   944; K6-11 661; TWEENS 9-14 546
CARTOON NETWORK: K2-11   766; K6-11 465; TWEENS 9-14 293
DISNEY XD:               K2-11   187; K6-11 120; TWEENS 9-14   81
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Monday, April 19, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1105; K6-11 441; TWEENS 9-14 318
DISNEY CHANNEL:     K2-11   888; K6-11 483; TWEENS 9-14 402
CARTOON NETWORK: K2-11   530; K6-11 302; TWEENS 9-14 217
DISNEY XD:               K2-11   148; K6-11   90; TWEENS 9-14   69
Source: MTVN Research from Nielsen Media Research Data

Answer to Yesterday’s Trivia:  What nutty family drove the 1921 flatbed Oldsmobile four cylinder truck?  THE CLAMPETTS on THE BEVERLY HILLBILLIES  Kudos to:  Danielle Larson-Hasbro/Pawtucket; Kathy May-Fisher Price/East Aurora; JB Gray-Cartoon Network/Atlanta; Sally Eddowes0The Jane Goodall Institute/Arlington; Rita Silva–Disney Media Sales & Mktg/Chicago; Cori Ritter-Journal Broadcast Group/Milwaukee; Lou Fazio-The Hub/LA; Sean Mitchell-ACI International/LA; Patty Jausoro-Metaverse Mod Squad/LA; Julian Levi-MPC Film/LA; Guy Hallifax/Canada

Today’s Trivia Question:  What was the hit song from 1958 written by Ross Bagdasarian?   (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 —
Gwen Billings for Cynopsis Kids!

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JOB OPENING: DRCTR TECH & OPS/NYC:  Prjct mngmnt for Local Media- Define/dcmnt, best practices for local ops  ch. chain structure/ops, non-news content acqston/dstrbtn & sub-channel ops. Apply @, # 1171502 (4/28)

JOB OPENING: DIR BRAND MKTG/SUN/NYC: Provide creative strat for ntwrk. Dvlp voice of brand & brand content for cons, affils, sponsors & partners. 5-8 yrs ent/media or agency mktg. Strong writing skills. ref#11076BR  (4/28)

JOB OPENING: DIR, PRODUCTION/Oxygen/NYC: Serve as the brand-mngr & executive producer on all current shows, acting as a liaison to the marketing, publicity, ad sales, & digital teams. Please apply –; #1170171 (4/27)

JOB OPENING: PRODUCERS /REELZCHANNEL/ABQ: Producers needed with daily show or newscast exp., entertainment pref. to work in #1 city in the U.S. to make movies. Resumes to   (4/27)

JOB OPENING: COORD SALES DEV & PROMOTIONS/NICK/Viacom Consumer Products/NYC. 1+yrs Marketing/Cons Prod exp, Strng Comm/Org/Detail skills, Strng knwlege NICK brand, popculture, MS Office skills Apply (4/24)

JOB OPENING: RESEARCH COORDINATOR/The Hub/LA:  Must have at least one year experience in television and/or media research. Apply at (4/24)

JOB OPENING: SR MGR DIG MEDIA MKTG/A&E TV Networks/NY: Increase AETN web properties on key srch engines. Asst w/ dvlpmt of  brdr (non-search) dig. aud. dvlpmnt strategy. Apply: 7-10 yrs mktg exp 5+ digital (4/24)

JOB OPENING: EXEC PROD/Charlex/NYC: ( )  Mng prod dept. Dvlp executive level client relationships. Identify & expand strategic dvlpmnt of new business. Proven exp building/managing accts  Apply to: (4/24)

JOB OPENING: DIR MEDIA RELATIONS/CABLEVISION /LI:  Implement PR strat for cable, phone, internet services. Needs 5+ yrs in PR including skills in social media. Journalism or political exp a +. Apply: (4/23)

JOB OPENING: MGR, iVillage AD SALES MKTG/NYC:  will be rspnsble for leading the dvlpmnt of mrktng that drive advrtsng revenue for the iVillage Network and oversee prgrm executn.  Pls submit a resume: job# 1166777 (4/23)

JOB OPENING: SALES MGR/KQCA TV/SACRAMENTO: Strong leadership, motivational & organiz’l skills. Successful track record prod’g new direct bus by dvlpng/selling multi-plat advrtsng campaigns. LSM exp pref’d. Res:  (4/23)

JOB OPENING: MGR RSRCH TEMP/ABCTV/NY: Execute Sr lvl stats analysis, excellent written verbal presentation skills in exec environment min of 4 yrs exp w/Nielsen ratings, MS Office # 240392 (4/23)

JOB OPENING: SR ANALYST, RESEARCH/Music Choice/NY: Support multi-platform sales, mrktng & prgrmng initiatives w/accurate & actionable research. BA/BS 3-5 yrs media rsrch exp. req./1 yr VOD rsrch strongly pref. (4/22)

JOB OPENING: RESEARCH DIRECTOR/Tennis Channel/NYC: 3+ years Ad Sales at Nat’l Cable or Local B’cast. In depth Arianna exp. req’d, Mendelsohn and MRI pref’d. Strong Excel/P’point. Resumes to (4/22)

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SUMMER INTERNSHIP CREDITS ONLY: Trylon SMR (, a NYC PR agency, is seeking a Summer intern that has familiarity with the media industry and tech sector, and strong writing and internet skills. (4/28)

SUMMER INTERNSHIP CREDITS ONLY:  PROD INTERN/NAHB PROD GROUP: Seeks orgnzd, resourceful & confident Intern- looking for hands on training at busy prod group. Good PC skills & tech knwldg +. Min 12 hr/wk. Cover-letter & resume: (4/24)

SUMMER INTERNSHIP CREDITS ONLY:  Turner Ad Sales/Detroit: 10 wk internship. Work closely with all positions in support of the overall ad sales process. Gain exposure to all aspects of TV and Digital National Sales.Send resumes: (4/22)

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED …  There is no charge for placing your Situation Wanted ad … for more information contact Trish Pihonak at

SITUATION WANTED:  PRODUCER : 8+ yrs Enter & Music TV shows for MTV, Mun2 & others Creative writer & Field Prod Strong Mng, people skills, ethics, talent, artists & celebs intvs Eng/Spanish FCP, Photosh, Mini DV Cam.  (4/28)

SITUATION WANTED:  MERCHANDISE & CONSUMER PRODUCTS/L.A.: 4 yrs. exp. at Endemol USA, oversaw product approval process from concept to packaging on brands including Deal or No Deal,1 vs 100,Fear Factor. (4/28)

SITUATION WANTED:  EXECUTIVE ASSISTANT position film/TV (NY):  7 years experience: Interned for a President, Executive Assistant to SVP/VP/film director/celebrity (4/28)

SITUATION WANTED: Development Consultant with track record of hit shows to mold your reality/docu-soap concept into marketable show from concept to sizzle reel to cable TV “reality.” Email: (4/28)

SITUATION WANTED: Dedicated & Experienced ADV. SALES PLANNER. Sales proposals, resolving client discrepancies, quarterly post analysis, special sales service projects, expert computer skills. Contact- (4/28)

SITUATION WANTED: SENIOR PROMO WRITER/PRODUCER(NYC & CT)20+ yrs. experience in On-Air TV Broadcasting & Cable promotion experience. Includes Print, Radio, Outdoor and Web Promotion. Seeking FT/PT or Temp-to-perm. (4/27)

SITUATION WANTED: ART/CREATIVE DIRECTOR (NYC)Concept through completion. Portfolio: Email: (4/27)

SITUATION WANTED:  Dedicated & Experienced ADV. SALES PLANNER. Sales proposals, resolving client discrepancies, quarterly post analysis, special sales service projects, expert computer skills. Contact-  (4/27)

SITUATION WANTED: DIGITAL JOURNALIST (NY): Extensively trained by NBC News to shoot in HD & SD, edit in FCP & Avid, write, track and report. Hardworking and eager to be part of a great news organization. (4/24)

SITUATION WANTED:  MEDIA SALES/MARKETING MANAGER/LA: 15+ years experience in educational, documentary, advertising media sales,product,biz development True Closer!!!!! (4/24)

SITUATION WANTED: PRODUCER/WRITER/DIRECTOR (NY): Ultra-creative, award winning, all formats, all genres, all major networks and major cable. Fast, frugal and fun! (4/23)

SITUATION WANTED: PRIME TIME EMMY DOCUMENTARY. PRODUCER, DIRECTOR, WRITER in L.A. Credits: National Geo, PBS, Discovery, History CH, TLC and MSNBC. Contact email: (4/22)

SITUATION WANTED: UAlbany 2010 grad, looking for PROGRAMMING/RESEARCH ANALYST, MEDIA BUYING OR SALES POSITIONS. I am currently interning at Viacom MTV Networks(Spike TV).Held the marketing position in my sorority. (4/22)

SITUATION WANTED: AVID/FCP VIDEO EDITOR (NY): Creative, Award-winning Editor. Short-form and long-form  comedy, drama, music, sports. Many years in TV and Advertising. For resume and website contact: (4/22)

SITUATION WANTED: PRODUCTION MANAGER(NY): Hard working, organized, self-starter with 18 years production experience. Companies include HBO, A&E, MTV, National Geographic (4/22)

SITUATION WANTED:  DIRECTOR/CREATIVE DEVELOPER:   Animation. Dynamic, award-winning, fun-filled, 10+ years experience. Clients include Warner Brothers, ABC Family, Nick JR, HBO Family, MTV2, The Tornante Company. (4/22)

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