Monday, February 16th, 2009



Kids are Amped about Disney XD!

Disney XD blasts off to success on premiere night driven by our first
original live action series Aaron Stone.  With a programming mix of live
action, comedy, adventure, original movies and sports-themed content –
Disney XD is unstoppable!

On TV. Online. Everywhere.

Get in early and get to the next level with Disney XD!
For more information, contact Michelle Scarola at Disney Media Sales & Marketing

Cynopsis: Kids!


Good morning. It’s Monday, February 16, 2009, and this is your first early morning Kids briefing.

Could Scarlett Johansson be set to join the cast of Marvel Studios’ Iron Man 2 as Natasha Romanoff (aka Black Widow)?  Entertainment Weekly is reporting that Johansson is in the midst of discussions to do just that.  If that were the case, she would replace Emily Blunt who was to play the role.  Blunt’s commitment to Fox of its feature Gulliver’s Travels could potentially prevent her from being in Iron Man 2.


Wolverine and the X-Men hit big on NICKTOONS NETWORK!

  • Wolverine premieres have grown each week with K6-14 and are up 91% over YAGO with K6-11.
  • the BIGGEST series premiere on Nicktoons Network ever!
  • Friday 8p premieres have outperformed Toon Disney by +31% with B6-11.

Source: The Nielsen Company 1. NKTNS, 1/23-2/8, LSD CVG RTG AA%; F 8-830P, 1/23/09-2/08/09 vs 1/21/08-2/10/08, LSD CVG AA% 2. NKTNS, K6-11, 9/24/04-2/12/09, LSD CVG AA%, Ori. Prem. 3. NKTNS Prog Avg vs TDSNY TP, 1/23-2/8, F 8-830P, LSD CVG AA%

Writer Steve Oedekerk (Bruce Almighty) is tapped to write Universal‘s movie adaptation of Stretch Armstrong, a comedy based on Hasbro‘s stretchy strong guy toy, per Variety.  This is the third movie project in development for Universal and Hasbro, with Monopoly and Candyland already in the works.  Stretch Armstrong was first introduced by Kenner in the late 1970s, which eventually featured a line of stretchy characters including Stretch Monster among others.  Stretch Armstrong was later re-introduced after Hasbro acquired Kenner (which was part of Tonka) in 1991.  Disney had acquired the movie rights to Stretch Armstrong and worked at developing a movie first with Danny DeVito and then Jackie Chan.  Upcoming movies based on Hasbro toys include this summer’s Transformers: Revenge of the Fallen (June 26, 2009) and G.I. Joe: The Rise of Cobra (August 7, 2009).

Mandate Pictures looks to freshman screenwriter Sam Esmail to adapt the kid’s comic book series The Ghouly Boys for the big screen, according to The Hollywood ReporterThe Ghouly Boys comic book series is created, written and illustrated by Christopher (he goes by just the one name) and published by SLG Publishing (Slave Labor Graphics) in 2004. Lindsay Doran (Nanny McPhee) is producing The Ghouly Boys movie via her Three Strange Angels.  Doran is also producing the movie sequel Nanny McPhee and the Big Bang for Working Title.


Jetix France is set to re-brand its TV channel and website as the boy 6-14 aimed Disney XD from April 1, 2009, per KidScreen.  The movie comes on the heels of Toon Disney re-launching over the weekend as Disney XD.  France already offers kids a range of Disney viewing options including Disney channel, Disney channel +1, Playhouse Disney and Disney Cinemagic, as well as +1 and HD versions.

HIT Entertainment is set to release the first CG animated feature-length Thomas & Friends special, Hero of the Rails (1×60), on DVD in fall 2009.  In the US, Lionsgate will release the DVD in September 2009.  The title will be available in the UK from October 2009 and in other territories beginning in 2010.  Following the release of the DVD, the new CG animated Thomas & Friends TV series is set to launch in the UK on Five’s Milkshake! block in December 2009, and in the US on PBS Kids in January 2010.  The new look CG animated Thomas feature-length special and new TV series are produced by the Canadian animation company, Nitrogen Studios.


Wal-Mart is launching Twilight Shops in its stores this March 2009 in conjunction with Summit Entertainment‘s nationwide release of the Twilight movie on DVD on March 21, 2009.  Additionally, Wal-Mart is offering fans a look at exclusive behind-the-scenes movie footage, discussions and information about upcoming events/activities and other special features, such as sending an eBite to friends, at

Activision Publishing inks a deal with 4Kids Entertainment and Chaotic USA Entertainment Group to publishing Chaotic, a video game based on the Chaotic trading card game and animated series.  Chaotic is slated for release on Wii, Nintendo DS, Xbox 360 and Playstation 3 in fall 2009.

BBC Worldwide America extends Kids Preferred rights portfolio for Charlie and Lola to include eight new product categories.  Kids Preferred, which is the US toy licensee for the Charlie and Lola property, will increase its line to include wooden toys and puzzles, kid’s umbrellas, melamine tableware, kid’s backpacks, felt and magnetic sets and vinyl lunch bags with insulated cups.  Kids Preferred’ initial line of Charlie and Lola products debuted here in October 2009 at FAO Schwarz and  Based on Lauren Child’s picture books, Charlie and Lola is produced by Tiger Aspect Productions and airs on Playhouse Disney (US).

Kidz Bop has released Kidz Bop 15, its newest album in its kid-targeted music series.  The new release includes interactive options for kids via, including a free download of the sing-a-long version of the Let It Rock and use of the Kidz Bop Video karaoke Maker where kids can upload their versions of four songs. Additionally, a deluxe version of Kidz Bop 15, including two bonus tracks, is available on iTunes.


The Toy Industry Association (TIA) opened the doors for the 106th American International Toy Fair yesterday in New York City, at the Jacob K. Javits Conventions Center and various showrooms in the city.  Toy Fair, themed this year ‘Inspiring Growth,’ runs February 15-18 and expects 20,000+ attendees.  Hitting major milestones this year Barbie turns 50, G.I. Joe’s celebrates his 45 birthday, while The Pink Panther and Nerf turn 40, and Candyland hits the big 60 and all are still growing.  The show features a remarkably wide range of products only a sliver of which will be noted here:

Mattel and Nickelodeon/Viacom Consumer Products (NVCP), help Dora grow up with the introduction of a new Dora the Explorer line for girls five years and up.  The expansion of brand features Dora as a tween living in the city and attending middle school, and features fashion dolls and accessories.   Dora’s Explorer Girls features Dora fashion dolls called Dora Links ($59.99).  The Dora Links dolls connect to an online world by plugging the doll into a computer.  From there girls can customize their virtual doll and simultaneously their actual real world doll also changes her look.  The online world also offers games, activities and the like. Nickelodeon and Mattel plan to keep Dora’s new look a secret, which they won’t reveal until the brand launches in fall 2009.

LEGO Group news:

  • LEGO and Disney Consumer Products ink a multi-year licensing deal.  Under the deal LEGO has rights to create LEGO and LEGO Duplo products based on Disney and Disney Pixar properties.  LEGO products currently in development include those based on Disney Pixar’s Toy Story and Cars, and Prince of Persia, which are set to launch in 2010.
  • LEGO, Tinseltown Toons, and Universal Studios Home Entertainment are partnering for a CGI animated Bionicle direct-to-video movie, Bionicle: The Legend Reborn, for fall 2009.  The title features the voice of Michael Dorn (Lieutenant Worf on Star Trek: The Next Generation) as Mata Nui.  August 2009 will see the release of a new line of action figures featured in the film.
  • LEGO celebrates the 10th anniversary of LEGO Star Wars products with the release this year of new sets based on the classic trilogy.  Additionally, LEGO Group and Toys ‘R’ Us will release The Home One Mon Calamari Star Cruiser model in August exclusively at Toys ‘R’ Us, LEGO stores and  Oh, and, perhaps you have been lucky enough to get one of the 10,00 exclusive Darth Vader minifigures randomly placed in LEGO novelty products.  Updated information about the anniversary will be available at

The Nerf Brand turns 40 this year, and Hasbro celebrates the milestone. The Nerf Brand will serve as a sponsor of the 2009 Dew Tour, an action sports tour.  Included on the tour will be the first Nerf Dart Tag World Championship (more info about entering an the like to come).  New additions to the Nerf line include: the new N-Force line, which features N-Force Swords, N-Strike Raider Rapid Fire CS 35 blaster; Nerf Dart Tag products such as the Furyfire, Dart Tag Capture The Flag set, and Dart Tag Targeting set; and Nerf Toy Sport collection NFL Vortex Howler Football, NFL Pocket Vortex Football, Wall to Wall Basketball, NCAA March Madness Wall to Wall Basketball, NBA Nerfoop 3 Point Shootout set.

Bandai America and Twentieth Century Fox Licensing & Merchandising launches a new line of Dragonball action figures based on and reflect the look of Fox‘s new live-action feature film Dragonball: Evolution (April 8, 2009).  Originally created in 1984 by artist Akira Toriyama as a manga series, Dragonball has gone on to be adapted into a TV series, graphic novels, comic books, video games, toys and so on.

Konami Digital Entertainment, Inc. (KDE), will exhibit for the first time at Toy Fair where it will showcase its Yu-Gi-Oh trading card game (TCG) and the new Blue Dragon role playing card game (RPCG) for K6+ including its new portfolio of products at Toy Fair.  Featuring some characters from the Blue Dragon Xbox 360 video game, the first Blue Dragon RPCG release consists of the Dark Shadow Wielder and Light Shadow Wielder Starter Decks. Every Starter Deck contains all of the components needed to start a game (40 cards, including a Shadow foil card, a fold-out game mat and a beginner’s guide).

At Toy Fair this week Basic Fun, Inc., unveils its new line of working toy keychains, handheld electronics, and take along games, and bath toys for a range of licenses including, Bakugan, Guitar Hero, Ben 10, Star Wars, Transformers and Marvel.


Weekend Box Office Estimates for kids/tweens/teens rated G, PG or PG-13; February 13-15, 2009:
He’s Just Not That Into You (Warner Bros. (New Line)) PG-13     $19.6m-2 wk total $55.1m
Taken (Fox) PG-13                                                              $19.3m-3 wk total $77.9m
Confessions of a Shopaholic (Buena Vista) PG                          Opening Weekend $15.4m
Coraline (Focus Features) PG                                                $15.3m-2 wk total $35.6m
Paul Blart: Mall Cop (Sony/Columbia) PG                                  $11.7m-5 wk total $110.5m
The Pink Panther 2 (Sony/Columbia) PG                                  $9.0m-2 wk total $22.3m
Push (Summit Entertainment) PG-13                                      $6.9m-2 wk total $19.3m
The Uninvited (Paramount (DreamWorks)) PG-13                      $4.8m-3 wk total $24.1m
Hotel for Dogs (Paramount (DreamWorks)) PG                          $4.2m-5 wk total $60.2m
New in Town (Lionsgate) PG                                                 $1.7m-3 wk total $14.5m
Source: Rentrak


Disney launched its newly branded Kids/Tweens 6-14 aimed channel Disney XD, taking over for the Toon Disney channel on Friday, February 13.  The Disney XD debut delivered 6.5 million unduplicated Total Viewers and 2.6 million K6-14 on Friday.  Specifically targeted to Boys 6-14, the network’s first original series, Aaron Stone, premiered with back-to-back episodes at 7p and 7:30p.  The 7p hour drew an average K6-14 286,000, and 224,000 among Boys 6-14, besting all Toon Disney series premieres for both groups.  Aaron Stone simultaneously premiered on Disney Channel with Total Viewers 1.6 million Total Viewers and K6-14 892,000 tuning in.

Top 10 Combined Broadcast/Basic Cable shows among Kids 2-11 for the week of 2/2-2/8/2009 , 6a-6a:
K2-11                               Total Delivery (000)
NICK:    iCarly (2/7; 8p)                            2828
FOX:     American Idol (2/3; 8-9:01p)         2599
NICK:    iCarly (2/3; 6p)                            2403
NICK:    iCarly (2/7; 7:30p)                       2353
FOX:     American Idol (2/4; 8-9p)              2325
DSNY*: Sonny With A Chance (2/8; 8p)      2315
NICK:    iCarly (2/3; 6:30p)                       2259
NICK:    True Jackson, VP (2/7; 8:30p)       2258
NICK:    iCarly (2/7; 7p)                            2239
DSNY*: Sonny With A Chance (2/8; 8:30p) 2228
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 2/2-2/8/2009 , 6a-6a:
K6-11                              Total Delivery (000)
NICK:    iCarly (2/7; 8p)                            2126
DSNY*: Sonny With A Chance (2/8; 8p)     1826
DSNY*: Sonny With A Chance (2/8; 8:30p) 1796
FOX:     American Idol (2/3; 8-9:01p)         1788
NICK:    True Jackson, VP (2/7; 8:30p)       1707
NICK:    iCarly (2/7; 7:30p)                       1698
NICK:    iCarly (2/3; 6:30p)                       1677
NICK:    iCarly (2/3; 6p)                            1667
FOX:     American Idol (2/4; 8-9p)              1565
NICK:    iCarly (2/7; 7p)                            1504
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 2/2-2/8/2009 , 6a-6a:
Tweens 9-14                   Total Delivery (000)
FOX:     American Idol (2/3; 8-9:01p)         2052
NICK:    iCarly (2/7; 8p)                            1860
FOX:     American Idol (2/4; 8-9p)              1746
DSNY*: Sonny With A Chance (2/8; 8:30p) 1606
DSNY*: Sonny With A Chance (2/8; 8p)      1522
NICK:    True Jackson, VP (2/7; 8:30p)       1423
NICK:    iCarly (2/3; 6p)                            1375
NICK:    iCarly (2/3; 6:30p)                       1371
NICK:    iCarly (2/7; 7:30p)                       1334
NICK:    Naked Brothers Band (2/7; 9p)      1157
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 2/2-2/8/2009 , 6a-6a:
Teens 12-17                                    Total Delivery (000)
FOX:     American Idol (2/3; 8-9:01p)                        1824
FOX:     American Idol (2/4; 8-9p)                             1632
CBS:     Grammy Awards (2/8; 8-11:31p)                  1227
FAM:     Secret Life of the American Teen (2/2; 8-9p)  1203
NICK:    iCarly (2/7; 8p)                                            1092
DSNY*: Sonny With A Chance (2/8; 8:30p)                  909
DSNY*: Sonny With A Chance (2/8; 8p)                       799
FOX:     Lie To Me (2/4; 9-10p)                                    797
NICK:    True Jackson, VP (2/7; 8:30p)                         768
NICK:    iCarly (2/3; 6:30p)                                         730
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, February 7, 2009 Broadcast Networks only (Live + SD Data):
Source: Disney Research from Nielsen Media Research Data
CW (TheCW4Kids) 0.9/4 Avg. (7a-12p)
Will & Dewitt 0.3/4; Chaotic 0.8/5; Sonic X 1.2/6; Gogoriki 1.1/5; Dinosaur King 1.1/4; Teenage Mutant Ninja Turtles 0.8/3; Chaotic 1.1/5; Huntik 0.9/4; Yu-Gi-Oh 5D 0.8/4; Kamen Rider Dragon Knight 0.7/3
ABC 1.3/6 Avg. (9a-1p)
The Emperors New School 0.7/3; The Replacements 1.3/5; That’s So Raven 1.5/6; That’s So Raven 1.9/8; Hannah Montana 1.9/9; Suite Life of Zack & Cody 1.8/8; Power Rangers Jungle Fury 0.8/4; Power Rangers Jungle Fury 0.6/3;
CBS (KEWLopolis on CBS) 0.4/2 Avg. (7-10a/10a-12p)
Cake 0.4/2; Horseland 0.3/1; Dino Squad 0.3/1; Strawberry Shortcake 0.4/2; Care Bears 0.7/3; Sushi Pack 0.3/1
NBC (Qubo on NBC) Avg. 0.3/1 (10a-1p)
Jane and the Dragon 0.1/1; Zula Patrol 0.2/1; 321 Penguins 0.2/1; Veggie Tales 0.3/2; Turbo Dogs 0.5/3; My Friend Rabbi 0.2/1

Final K6-11 Ratings for Saturday, February 7, 2009 Cable Networks only (Live + SD Data):
Source: Disney Research from Nielsen Media Research Data
NICKELODEON 4.6/23 Avg. (7a-1p)
Jimmy Neutron 1.3/16; Jimmy Neutron 2.2/17; Fairly OddParents 3.9/23; Fairly OddParents 4.7/23; SpongeBob SquarePants 5.5/23; SpongeBob SquarePants 5.7/23; Barnyard (120 minutes) 5.9/26; SpongeBob SquarePants 4.0/21; SpongeBob SquarePants 4.0/22
CARTOON NETWORK 1.8/9 Avg. (7a-1p)
George of the Jungle 1.8/14; Transformer: Animated 1.7/10; Secret Saturdays 1.6/8; Pokemon: Diamond and Pearl Battle Dimension 2.5/11; Star Wars: Clone Wars 2.6/10; Ben 10: Alien Force 1.5/6; Batman: Brave & The Bold 1.8/7; Bakugan 1.7/7; Robotboy 1.3/6; Ben 10: Alien Force 1.5/8; Ben 10: Alien Force 2.0/10
DISNEY CHANNEL 2.0/10 Avg. (7a-1p)
The Wiggles 1.0/12; Little Einsteins 1.5/12; My Friends Tigger & Pooh 1.8/11; Handy Manny 1.6/8; Mickey Mouse Clubhouse 1.7/7; Mickey Mouse Clubhouse 1.5/6; Imagination Movers 2.0/8; Handy Manny 2.0/8; Phineas and Ferb 2.5/11; Phineas and Ferb 2.9/13; Finding Nemo (105 minutes) 3.4/18
TOON DISNEY (Jetix) 1.0/5 Avg. (7a-1p)
Suite Life of Zack and Cody 0.4/5; Phineas and Ferb 0.7/6; Phineas and Ferb 1.0/6; Phineas and Ferb 1.4/7; Cinderella III: Twist In (90 minutes) 1.5/6; Kim Possible 1.1/4; Lilo & Stitch 0.6/3; Lilo & Stitch 0.7/3; Lilo & Stitch 0.7/4; Lilo & Stitch 0.6/3

Live + Same Day Ratings Kids Cable Network Averages (000) for Thursday, February 12, 2009, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1093; K6-11 446; TWEENS 9-14 329
DISNEY CHANNEL:     K2-11   743; K6-11 434; TWEENS 9-14 322
CARTOON NETWORK: K2-11   580; K6-11 367; TWEENS 9-14 267
TOON DISNEY:           K2-11   172; K6-11 120; TWEENS 9-14   68
Source: MTVN Research from Nielsen Media Research Data

Answer to Yesterday’s Trivia Question:  On the series Laverne & Shirley, Shirley’s on-again, off-again beau Carmine (“The Big Ragu”) gave her a pet name. What did her affectionately call her? ANGEL FACE Kudos to: Joe Giangrasso-High 5 Productions/NY; Pammy S/NY; Len Appel-Screenvision/NY

Today’s Trivia Question:  What was the name of the musically-inclined, sailor-hat-wearing animated character that was featured in his own cartoon segment on The Atom Ant/Secret Squirrel Show?   (Email [email protected] 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
 Gwen Billings for Cynopsis Kids!

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JOB OPENING: DIGITAL AD SALES ASST/NY: Entry level position, prefer industry internships, enthusiastic multi-tasked & detail oriented individual. Full details & select req 272 (2/21)

JOB OPENING: COMMERCIAL OPS SPECIALIST (CMT)/NY: Schedule daily commercial logs and advertiser commercial copy. Must have exp in traffic/comm ops and traffic systems. Gabriel a +. Res: [email protected] (2/20)

JOB OPENING:  EDITORIAL MGR/ HBO Broadband/NYC:  Establish/maintain editorial, conceptual and writing standards. 7 yrs exp req. Entertainment writing exp desired. New media/online background required. Send to: [email protected] (2/20)

JOB OPENING: SPECIAL PROJECTS WRITER/PRODUCER/HGTV/Knoxville: Conceptualize, write, direct and produce high end on-air and off channel marketing campaigns.3+ yrs exp in cable net or equivalent. Apply: #262 (2/18)

JOB OPENING: SR. RESEARCH ANALYST/ Track/report/analyze key metrics, create research materials & run panels. Omniture & Excel expertise a must; exp w/ other online research tools highly pref. Res: [email protected] (2/18)

JOB OPENING: SR ACCT EXEC/ACCT DIR Out-of Home media sales/NY: 5+ yrs nat’l sales exp w/clients & advrtsng agencies strat. plan’g groups. Proven track rec of new bus/acct dvlpmnt req’d. Exp w/Youth mkt a + Res to: [email protected] (2/18)

JOB OPENING: DIRECTOR DEVELOPMENT/Story House Productions/DC: Lead creative development and sales process. Min 10 yrs exp in tv dev and prod req. Strong client contacts req. Apply: (2/18)

JOB OPENING: ACCOUNT EXECUTIVE (Universal Sports/NYC): 5-7 yrs exp @ sports network/website co., 3 yrs. Sports or digital sales exp req’d. Knwlg effective/creative pckgng strat a must. Res: [email protected] (2/17)

INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free , and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected] .

SPRING INTERNSHIP CREDITS ONLY:  Exposure to business side of television. Work on program decisions, marketing & sales opportunities for client TV stations.   COX REPs-NY-Strong comm. & math skills required, Contact:  [email protected]  #(212)372-0443 (2/18)

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 [email protected]

SITUATION WANTED: DEVELOPMENT EXECUTIVE Currently working Los Angeles based television development executive seeks new platform. I created/sold twelve series in the past four years and currently have six on the air. Email: [email protected] (2/21)

SITUATION WANTED: CELEBRITY TALENT PROD with exp on both coasts.Will connect your synd, ntwrk or cable prgrm w/ quality & approp celebrity guests. Staff or freelance – visit ………. [email protected] (2/20)

SITUATION WANTED: NON-FICTION PRODUCER/WRITER/DIRECTOR. Reality/Ent/Docs. 3 Emmy Noms.; Field and Post; NBC; Dis; TLC; CMT; VH1; E!; Runs on Batteries. LA based.  [email protected] (2/20)

SITUATION WANTED: RESEARCH DIRECTOR 20+ yrs media, Nielsen, Hispanic, & sales experience. Contract basis. Save money over a FT director. Let’s talk.Email: [email protected] (2/19)

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SITUATION WANTED: DIRECTOR/PRODUCER/MANAGER: Major Network and Cable live News and Sports experience. Start-up, operations, editorial and production specialist. Available to meet your schedule Coast to coast! [email protected] (2/19)

SITUATION WANTED: TV PRODUCER reality with network and cable credit seeks show producer/field producer position at prod. co. or network. Most recently series produced show airing on NBC O and O’s. (NY based) [email protected] (2/19)

SITUATION WANTED: PRODUCER/WRITER/DIRECTOR (NY): Ultra-creative, award winning, all formats, all genres, all major networks and major cable. Fast, frugal and fun! [email protected] (2/18)

SITUATION WANTED:TV PRODUCER: Reality with network and cable credit seeks show producer/field producer position at prod. co. or network. Most recently series produced show airing on NBC O and O’s. (NY based) [email protected] (2/18)

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