Wednesday, April 6th, 2011


Disney Channel is a Top Network for Women

  • Reaches more Women with Children during Prime than any other Cable Network
  • Top 5 Cable Network among Women

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Source: The Nielsen Company (NPower/StarTrak), all Data is Live + SD. Reach: 12/27/10-3/27/11, M-Sun 7p-12a, 6 minute qualifier, based on W1849 w/ Kids 2-11 in the HH; Top 5: 8/30/10-3/27/11, M-Sun 6a-12a, networks programming less than 51% of the daypart are excluded, based on W1849 & W2549.

opsis: Kids!


Good morning. It’s Wednesday, April 6, 2011, and this is your first early morning Kids briefing. 

Following more than two years in development, Nickelodeon launches Monkey Quest (, its new kid/family-targeted virtual world and multiplayer online game (MMOG).  Once they have customized their own monkey avatar, players can set off on adventures to explore all sorts of locations and character, and uncover the secrets of the lost Monkey King.  Rated E for everyone, Monkey Quest is free to play and also offers a hybrid payment option for players that wan enhanced game play, such as additional access to areas, activities, and abilities, as well as other exclusive items (pay as you go via NickCash virtual currency, or $9.95/month, $24.95/3 months, $79.95/year).  Monkey Quest was created in partnership with developer Behaviour Interactive.  Nick also teamed with Unity Technologies, which enabled the browser based game development.


Movie studios are shifting release dates for their animated movies …  Disney/Pixar moves the release date for two movies, Pixar’s movie Monsters University to June 21, 2012, it had been scheduled for November 2, 2012, and Disney’s animated Reboot Ralph takes Monsters U’s previous date of November 2, 2012, it was to open March 12, 2013, per THR.  Additionally, Paramount and DreamWorks Animation shift The Croods back a few weeks to March 22, 2013, it was set for March 1, 2013.


Disney Channel acquires the international TV rights to Fresh TV‘s live action comedy series My Babysitter’s a Vampire (13×30, 1×90 TV movie) in a distribution deal with FremantleMedia Enterprises (FME).  Disney will air the tween/teen targeted My Babysitter’s A Vampire on Disney Channels or Disney XD channels in the US, Latin America, the UK, Australia and New Zealand, Central & Eastern Europe, the Middle East and Africa, the Netherlands and Nordic territories.  FME also holds the global rights (excluding Canada) for home entertainment and brand licensing and is looking for partners across other brand extension platforms.

Germany’s m4e acquires the back catalog of the former TV Loonland directly from the insolvency administrator.  m4e Television, a unit of m4e, purchased a package of rights including 1,400+ episodes of animated and live action programming, as well as 22 feature and short films, growing its portfolio to 900+ hours.  Specific titles featured in the deal include the series The Cramp Twins, Babar (2D), Letters from Felix, Rudi & Trudi, Mowgli  The New Adventures of the Jungle Book, Little Ghosts, The Beginner’s Bible, Connie the Cow, Lion of Oz, Rainbow Fish, Yvon of the Yukon, among others.  The national and international distribution will be handled by m4e and its subsidiary Telescreen B.V.

MTV Networks International (MTVNI) signs deals with five international broadcasters for Nickelodeon‘s tween/teen live action series Victorious at MIPTV.  Steve Grieder, ESVP/International Program Sales, MTVNI, announced broadcasters picking up Victorious are TF1 (France) for its kid’s block Tfou, Four (New Zealand), Megavision (Chile), ATB (Bolivia), and Fly Distribuzione for RAI (Italy).  A Victorious-branded consumer products program is set to roll out around the world from fall 2012.

Distribution360 acquires the worldwide distribution rights (excluding the UK) for the new preschool CGI animated series Olive the Ostrich (52×5), created by the Blue-Zoo animation studio.  Olive the Ostrich will premiere on Nick Jr. in the UK in September 2011.  Written in a highly descriptive, storybook style, Olive the Ostrich follows the adventures of a young ostrich on her imaginary travels to amazing places as she solves problems and helps others.  Each episode features real pictures of places, guest characters and objects drawn by real kids brought to life by the series animators.  The drawings are submitted by kids/parents online.

Neighbours Malaysia and Singapore Companies, Ed-Online Technologies (Malaysia) and Scrawl Studios (Singapore) enter into an exclusive e-Learning distribution deal during MIPTV. Ed-Online will distribute Mission Health (30×3) a series of animated vignettes and interactive modules. Targeted to K6-8, Mission Health combines fact-filled animation with interactive games and online assessments to create a learning environment for. Mission Health is a spin-off of Nanoboy, Scrawl Studios’ popular animated TV series, which has been sold to over 20 territories worldwide.  This is Ed-Online and Scrawl Studios second collaboration.  Last year at MIPTV Ed-Online Technologies teamed with Scrawl Studios and UK’s Bryant Whittle to co-develop and co-produce a animated preschool TV series under the working title of Red, Yellow & Blue (52×11).


Discovery Kids and Rocketfuel Games announce two new apps for the iPhone and iPod Touch based on Discovery Kids’ virtual community Seek Your Own Proof (www.discoverykids/seekyourownproof).  Launching this week, the first app, Seek Your Own Proof: Agent Arcade (, $1.99), expands on activities in the online game and lets kids play new mini-games via a mobile game experience.  Set to debut later this spring the second app, Seek Your Own Proof: Field Missions, is a puzzle adventure game that invites kids to act as a secret agent investigate mysteries at museums, including objects featured a local museums and landmarks, real world settings, with mission is guided by animated characters from the program.  Back online kids can sync the Field Mission rewards they earned using the app with their online agent account to unlock rewards.  The Seek Your Own Proof: Field Missions will be available via the iTunes App Store and will be free for a limited time.  New missions at museums, exhibitions and cities across the US and Canada will be added monthly for in-app download and purchase, including the world premiere engagement of Pompeii The Exhibit: Life and Death in the Shadow of Vesuvius at the Discovery Times Square Exposition in NY.


Neil Friedman is appointed President, Toys”R”Us.  Friedman most recently served as President, Mattel Brands.  He will oversee all Toys”R”Us’ merchandising, marketing, store operations, merchandise presentation, global sourcing and product development, as well as merchandise planning and allocation for the retailer’s 866 stores and online business in the US.  Friedman will report to Gerald L. Storch, Chairman and CEO, Toys”R”Us.  He previously served as President/Preschool for Tyco, which was acquired by Mattel, President/Fisher-Price Brands, and President/Mattel Brands.  Prior to that Friedman held a number of executive positions in the toy and juvenile products industries, including as President/MCA/Universal Merchandising, SVP/Sales, Marketing and Design, Just Toys, VP and GM/Baby Care, Gerber Products, and EVP and COO, Lionel Leisure, and President/Aviva/Hasbro.

Viacom International Media Networks (VIMN) names two new licensing heads for Nickelodeon Consumer Products (NCP) in Iberia and Latin America.  Cristian Cabero is named VP/Consumer Products, Latin America and Jose Maria Cendra named VP/Consumer Products, Iberia.  Cendra and Cabero will oversee all licensing in their respective territories for NCP’s properties from MTV, Nickelodeon and Comedy Central, including category expansion, property management and retail initiatives.  Cabero, who is based in Mexico City, will report to VIMN Latin America COO, Scot McBride.  Cabero previously worked in licensing and media in Latin America for Disney and Canal 13, among others.  A 25-year veteran, Cendra, based in Madrid, will report dually to VIMN South SVP and GM, Raffaele Annecchino and Mike Connolly, SVP/International Consumer Products, VIMN.

Tamra Knepfer launches her own agency, TK Brand Group, in New York City.  A licensing industry veteran, Knepfer has toiled on licensing and marketing efforts for Disney Consumer Products, Sesame Workshop, and American Greetings Properties.  The new venture, defined as a licensing agency with a brand marketing focus, has completed range of deals with a roster of clients and their properties, including American Greetings Properties, the preschool network Sprout, the toy line with an online game Sqwishland, and the preschool property Schoolies, and various designers among others.


Nickelodeon’s 2011 Kids’ Choice Awards (KCA), on Saturday, April 2, 8-9:30p, was the top basic cable telecast of the week with Total Viewers (7.3 million), and was the week’s top show on all TV with K2-11 (3.5 million), K6-11 (2.7 million), and Tweens 9-14 (2.5 million).  The KCA lead-out was a new episode of the network’s live action series Victorious at 9:30p, which set a new series high among Tweens 9-14 and Total Viewers.

Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K2-11 (000) 3/28-4/3/11:
Total Day     (000)   Primetime    (000)
NICK~:             1282    DSNY*:            1408
DSNY*:              926    NAN**:              641
CARTOON:          480    NICK JR~~:         574
NAN**:              381    ADSM**:           338
NICK JR~~:         356    DXD:                  183
ADSM**:            239    NICKTOONS:      145
DXD:                  150    ESPN:                  76
NICKTOONS:        78    SPROUT***:        74
SPROUT***:        67    DISCOVERY:         73
TEENNICK:           48    MTV:                    70
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not spot ad-supported, although it does accept select sponsors.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
The Sprout network became publicly measured as of November 1, 2010.
~Nickelodeon Total Day 6a-11p
~~Nick Jr is not an ad supported cable network, unlike most of the others in this listing

Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K6-11 (000) 3/28-4/3/11:
Total Day    (000)  Primetime      (000)
NICK~             655    DSNY*:               1081
DSNY*:            598    NAN**:                455
CARTOON:        297    ADSM**:              199
NAN**:            281    DXD:                    135
ADSM**:          143    NICK JR~~:           100
DXD:                107    NICKTOONS:          97
NICK JR~~:         58    ESPN:                    47
NICKTOONS:      54    DISCOVERY:           42
TEENNICK:         43    MTV:                      41
DISCOVERY:       23    ANIMAL PLANET:     37
MTV:                  23
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not spot ad-supported, although it does accept select sponsors.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
The Sprout network became publicly measured as of November 1, 2010.
~Nickelodeon Total Day 6a-11p
~~Nick Jr is not an ad supported cable network, unlike most of the others in this listing

Weekly Top Ten Basic Cable Ad Supported Networks, Total Day and Primetime Rankings among Tweens 9-14 (000) 3/28-4/3/11:
Total Day     (000)  Primetime      (000)
NICK~:              513    DSNY*:               934
DSNY*:             501    NAN**:               512
NAN**:             336    ADSM**:             226
CARTOON:         221    MTV:                   106
ADSM**:           180    DXD:                   105
DXD:                   85    COMEDY:               85
MTV:                   59    ESPN:                    47
TEENNICK:           55    DISCOVERY:          64
NICKTOONS:        43    NICKTOONS:          60
COMEDY:             37    TEENNICK:             46
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel is not spot ad-supported, although it does accept select sponsors.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.
The Sprout network became publicly measured as of November 1, 2010.
~Nickelodeon Total Day 6a-11p
~~Nick Jr is not an ad supported cable network, unlike most of the others in this listing

Live + Same Day Ratings Kids Cable Network Averages (000) for Saturday, March 2, 2011, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1728; K6-11 1165; TWEENS 9-14 974
DISNEY CHANNEL:     K2-11 1202; K6-11   821; TWEENS 9-14 630
CARTOON NETWORK: K2-11   648; K6-11   419; TWEENS 9-14 286
DISNEY XD:               K2-11   186; K6-11   124; TWEENS 9-14   85
NICKTOONS:              K2-11     94; K6-11    61; TWEENS 9-14   52
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Sunday, March 3, 2011, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1288; K6-11 860; TWEENS 9-14 696
DISNEY CHANNEL:     K2-11 1161; K6-11 796; TWEENS 9-14 626
CARTOON NETWORK: K2-11   528; K6-11 347; TWEENS 9-14 227
DISNEY XD:               K2-11   173; K6-11 135; TWEENS 9-14   94
NICKTOONS:              K2-11   113; K6-11   85; TWEENS 9-14   68
Source: MTVN Research from Nielsen Media Research Data

Live + Same Day Ratings Kids Cable Network Averages (000) for Monday, April 4, 2011, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1141; K6-11 477; TWEENS 9-14 384
DISNEY CHANNEL:     K2-11   901; K6-11 458; TWEENS 9-14 332
CARTOON NETWORK: K2-11   422; K6-11 274; TWEENS 9-14 224
DISNEY XD:               K2-11   233; K6-11 155; TWEENS 9-14 131
NICKTOONS:              K2-11    84; K6-11   53; TWEENS 9-14   47
Source: MTVN Research from Nielsen Media Research Data

Answer to Yesterday’s Trivia:  On this animated series, the main characters all live at Horrible Hall, owned by Tom Drac and his lovely wife Hagatha.  What was the name of the show?  The Groovie Goolies  Kudos to: Jeff King-TVM Prods/NY; Andy Krinner-aNb Media/NY; Hank Bordowitz-The Bordowitz Media Werx/NJ; Tom Boyd-WGN Chicago; Robert Ramirez-Disney Television Animation/Burbank

Today’s Trivia Question:  This high school was set in a cemetery.  The only human at the school was a teacher named Max Schneider.  The rest of the population were kids of famous monsters.  What is the name of this show?   (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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