Universal Kids is heading into the Upfronts with a strong focus on scripted originals for ages 2-12, kid-centric extensions of existing brands and kids lifestyle shows. “These areas are really resonating with agencies and ad sales partners,” Dierdre Brennan, network GM, tells CynKids.
Lifestyle shows, such as upcoming makeover series Get Out of My Room, recently annexed short form format Craftsy and recently renewed Top Chef Jr., offer particularly ripe for brand integration, she notes, citing season 1 of Top Chef Jr., “where “client integrations felt like an organic part of the show. Clients are looking for those opportunities, and where they are appropriate that’s certainly something we’d like to pursue. This type of content for not only kids but family audiences… the support we’ve had from the [brand] side of the business has been extraordinary. They are with us in partnership, when we shared what we are doing and they get very excited about the potential in this space.”
Scripted originals from around the globe, including the net’s first comedy Greenfields; Mighty Mustangs debuting in June; The Next Step and Nowhere Boys, are a staple. “Kids want to see real people reflected on screen, and it is our objective to try to reflect their lives today,” she notes.
Brand extensions range from DreamWorks Animation Television preschool properties including the Dragons Puss ‘N Boots and King Julien franchises, coming to the network in 2019, and a new series based on the Where’s Waldo brand, and its Top Chef spinoff. “We’ll be exploring other franchises shortly,” she says, noting the net has “a number of different program ideas an extensions in development.”
Brennan says particularly with young viewers, the platform-dependent days are over. “Instead of saying kids are watching YouTube, we have to go to YouTube, we are trying to be very holistic about where we are finding kids today,” she says.
“It’s not about necessarily just building something for a linear channel. We don’t expect them to start watching at 3pm and stay with us for 12 hours. We need to provide access to those programs in as many ways as possible.” She notes Universal Kids is working with parent Comcast “on the ability to extend and making sure we can find kids where they are.”
