CYNTHIA TURNER’S
Cynopsis: Kids!
01/19/06
Good morning. It’s Thursday, January 19, 2006 and this is your first early morning Kids! briefing.
Advocacy groups, led by the Center for Science in the Public Interest, said they intend to file suit against Viacom’s Nickelodeon and the Kellogg Company concerning the marketing of junk food to young children. CSPI, and Boston-based Campaign for a Commercial-Free Childhood along with two parents, will petition courts to prevent “the companies from marketing junk foods to audiences where 15% or more of the audience is under age eight,” on TV, the internet, on food packaging, in print as well as through various promotions and contests to reach younger kids. The suit will be filed in Massachusetts where the consumer protection laws require 30 days advance notice to defendants in cases of this kind. CPSI conducted its own analysis last fall of Nickelodeon’s and Kellogg’s advertising content and placement. Following that analysis, they report report:
- “Of 168 ads for food that appeared on Nickelodeon during [its] review, 88% were for foods of poor nutritional quality.”
- In two issues of Nickelodeon magazine, there were seven full-page food ads, which the CPSI said, “…were for junk foods.”
- Of 80 Kellogg foods found in the supermarket with kid-friendly on-package marketing, CSPI finds 84% were for nutritionally poor foods.
- CSPI found 21 kid-friendly web sites for Kellogg products, all of which highlighted junk foods.
- And of 92 child-oriented branded items Kellogg had for sale on the web, 82% had a logo or mascot from a junk-food brand.
This is not the first time that the CPSI has threatened to sue organizations (e.g. movie theater popcorn, convenience stores among others) over nutrition and nutritional information related issues.
Nickelodeon issued a statement responding to queries from the press about the would-be lawsuit, explaining the company had not been served any legal papers as of yet. Moving on from there, Nickelodeon took the opportunity to lay out its recent initiatives to inform and encourage kids to make healthy food/activity/lifestyle choices, and point out its work with advertisers and consumer products on this issue.
- Its new (fall 2005) partnership with the Alliance for a Healthier Generation, a joint initiative between the Clinton Foundation and the American Heart Association to combat childhood obesity, which includes a full media/public awareness campaign across multi-media platforms, as well as through its Let’s Just Play campaign. Additionally, Nickelodeon reiterated its commitment of $30 million in airtime over the year to support the initiative that will include PSAs with President Clinton and Gov. Huckabee, and messaging through short and long form programming.
- The network also discussed the premium ad rate it offers to advertisers “to encourage them to advertise their healthier items to kids.”
- On the use of its characters to market food, the network also laid out some of its newer licensing partnerships that include: Grimmway Carrots (SpongeBob, Dora, and LazyTown-on packages); Boskovich Spinach (SpongeBob on packages); LGS Specialty Sales-clementines/mandarin oranges/tangelos/Minneola oranges – SpongeBob, Dora, The Backyardigans, and Blue’s Clues are on these fruits; Produce for a Better Health Foundation, and its 5 A Day brand, that will include retail programs supporting eating five fruits/veggies daily (will include characters on pamphlets and in-store signage); and athletic/sports products like Wilson tennis racquets and Franklin sports balls.
As for Kellogg marketing, it released a statement in which it said, “We have a long-standing commitment to advertising in a responsible manner and our messages accurately portray our products.”
MORE KIDS STUFF
Channel One, the news/public affairs content provider in US middle & high schools, has launched One Step to a Better Me, a programming initiative that aims to educate US teens about the importance of a reasonable diet and lifestyle. The year-long effort is sponsored by Subway restaurants. The One Step to a Better Me spots will feature advice/how-to’s/tips from experts (e.g. nutritionists) on topics including portion control, organized/non-organized physical activity and snacking. A one minute tip will air each week through the end of the school year, as part of the Channel One News broadcast. Additionally, ChannelOne.com offer interactive features focusing on eating/living healthier and feature-length programs on the topic is slated to air as part of the initiative. Meanwhile, ChannelOneNetwork.com, the teacher/parent-centric web site, will feature lesson plans for teachers to integrate related information into class curriculum.
Satellite TV broadcaster DirecTV will toss its bib into fray with its own family friendly programming tier, which is being called the DirectTV Total Choice Family package and will be comprised of 40+ channels. Slated to bow in spring 2006 the channel offerings will include: broadcast channels as well as cable offerings- Boomerang, Disney Channel, Nickelodeon, PBS Kids Sprout, CNN Headline News, and NASA TV and other public interest channels, among others. Additionally, later today EchoStar Communications is expected to announce its entry into the family programming package arena for Dish, its satellite broadcaster.
Mainframe Entertainment, Inc.’s mix CG animated/live-action series Zixx (26 eps) will premiere on Cartoon Network in the US, starting this Saturday morning. Zixx chronicles the adventures of an unlikely team of heroes who join forces in a quest to save the universe from evil. Zixx is produced by Thunderbird Films in association with YTV, a Corus Entertainment Company. It is also produced in association with Mainframe Entertainment Inc., and developed by Savi Media Inc./The Nightingale Company. The deal was completed by IDT Entertainment Sales, which distributes Zixx on behalf of Thunderbird and Mainframe.
The preschool targeted series Disney’s Little Einsteins will make its Canadian TV premiere on Astral Media’s Family Channel during a special primetime preview on Saturday, February 11, 6p. The series will debut into its regular weekday morning timeslot on Monday, February 13, 8:45a.
MTV Networks Latin America is launching Nick at Nite across the region as of February 13. The classic comedies nighttime programming block will air daily on Nickelodeon Latin America and Nickelodeon Brazil from 10p-6a and 10p-5a respectively. The pan-regional service will offer up sitcoms from the 1960-80s in Spanish to Latin America and in Portuguese to Brazilian viewers.
For those who have been protecting their backs from the weight of the almost 2.5 pound US hardbound, 672 page edition and of Harry Potter and the Half- Blood Prince, take heed. Scholastic will release the paperback edition of J.K. Rowling’s sixth Harry Potter novel on July 25, 2006. The paperback Half- Blood Prince will have a first printing of 2m copies, and somehow or other the edition also rings in at 672 pages but they are smaller pages.
JAKKS Pacific, Inc. has signed a definitive agreement to acquire substantially all of the assets/liabilities of Creative Designs International Ltd., a privately-held toy company based in Feasterville, PA, and a related Hong Kong company, for approximately $116.5m. Creative Designs International is a manufacturer of girls’ dress-up and role-play toys (dress-up outfits, tea sets, pretend kitchens and vanities), and holds licenses from brands including Disney for its classic characters, princesses and fairies.
MARKETING/LICENSING
Warner Bros. Consumer Products has appointed Promotional Partners Worldwide, as the licensing sub-agent to represent the 2006 FIFA World Cup in the Greater China & Southeast Asia region, specifically Thailand. Under the agreement PPW has been granted the rights to sell merchandise-licensing agreements to manufacturers, distributors and retailers, in select territories, on behalf of the 2006 FIFA World Cup brand and its marks. WBCP licenses the rights to use the Official 2006 FIFA World Cup Official Emblem, Official Mascot, and the FIFA World Cup Trophy for products in all key categories – sports apparel and accessories, balls, footwear, bags, toys and games, headwear, pennants etc. WBCP is the sole and exclusive worldwide merchandise-licensing representative for the 2006 FIFA World Cup in all markets outside Europe and Japan.
NEW PRODUCTION & DEVELOPMENT
The movie adaptation of Katherine Paterson’s young adult book Bridge to Terabithia will feature actor Josh Hutcherson (Zathura) in the lead role, per Variety. The movie is set to begin filming in New Zealand at the end of this month. The Walden Media and Disney movie is being directed by Gabor Csupo.
EXECUTIVE MOVES
Fox Searchlight Pictures President Peter Rice announced Claudia Lewis has been appointed President/Production. In her new role, Lewis will be responsible for Fox Searchlight’s annual film roster and aspects of production for the company, including development, packaging, budgeting, casting and production. All production executives will report to Lewis. Having joined Fox Searchlight Pictures at its birth in 1995, Lewis was most recently EVP/Production. Prior to joining Fox Searchlight, Lewis was a producer with Addis Wechsler and was VP/Production, Avenue Pictures, where she oversaw production of the movie The Player and Drugstore Cowboy.
Brenda Freeman has been named SVP/Promotions Marketing, Nickelodeon. In her new role, Freeman oversees the development and execution of all promotions marketing efforts for Nickelodeon and its related brands including both on-air and off air promotions, client services, ad sales marketing, online promotions and events. Freeman will report to Pam Kaufman, EVP/Nickelodeon Marketing and Worldwide Partnerships. Prior to this, Freeman was VP/Consumer Marketing, VH1.
4Kids Entertainment, Inc. has upped Gia DeLaney to Director/International Program Sales, from her previous position as Manager/International Program Sales. DeLaney will be responsible for the audio/visual marketing and development of 4Kids’ properties in territories including Australia, New Zealand, Belgium, Canada, Greece, Israel, Turkey, Portugal, Scandinavia, South Africa and the Netherlands. In addition, she will focus on expanding new media distribution in these markets. Prior to joining 4Kids Entertainment in 2003, DeLaney served as Manager/ Acquisitions, Viacom/Showtime Networks.
John Norman has been promoted to SVP/International Sales, The Americas, Granada International. Norman will report Tim Mutimer, Director of Sales. Based in Granada International’s office in LA, Norman will be responsible for directing all sales to US and oversee program sales to North and South America. Also based in LA, Granada International Sr. Sales Executive Tania Ussher will now be responsible for all sales to Canada.
RATINGS
Kids Cable Network Averages in thousands (000) for Friday, January 13, 2006, 6am-11pm, ranked by K2-11:
NICKELODEON: K2-11 1093; K6-11 491; TWEENS 9-14 354
DISNEY CHANNEL: K2-11 789; K6-11 476; TWEENS 9-14 356
CARTOON NETWORK: K2-11 608; K6-11 381; TWEENS 9-14 283
TOON DISNEY: K2-11 108; K6-11 52; TWEENS 9-14 36
Source: MTVN Research from Nielsen Media Research Data
Kids Cable Network Averages in thousands (000) for Saturday, January 14, 2006, 6am-11pm, ranked by K2-11:
NICKELODEON: K2-11 1390; K6-11 949; TWEENS 9-14 772
DISNEY CHANNEL: K2-11 866; K6-11 513; TWEENS 9-14 365
CARTOON NETWORK: K2-11 821; K6-11 589; TWEENS 9-14 419
TOON DISNEY: K2-11 188; K6-11 110; TWEENS 9-14 54
Source: MTVN Research from Nielsen Media Research Data
Kids Cable Network Averages in thousands (000) for Sunday, January 15, 2006, 6am-11pm, ranked by K2-11:
NICKELODEON: K2-11 1358; K6-11 985; TWEENS 9-14 761
DISNEY CHANNEL: K2-11 951; K6-11 594; TWEENS 9-14 459
CARTOON NETWORK: K2-11 610; K6-11 425; TWEENS 9-14 309
TOON DISNEY: K2-11 161; K6-11 93; TWEENS 9-14 39
Source: MTVN Research from Nielsen Media Research Data
Kids Cable Network Averages in thousands (000) for Monday, January 16, 2006, 6am-11pm, ranked by K2-11:
NICKELODEON: K2-11 1640; K6-11 936; TWEENS 9-14 698
DISNEY CHANNEL: K2-11 1134; K6-11 722; TWEENS 9-14 611
CARTOON NETWORK: K2-11 764; K6-11 584; TWEENS 9-14 510
TOON DISNEY: K2-11 215; K6-11 128; TWEENS 9-14 61
Source: MTVN Research from Nielsen Media Research Data
Answer to yesterday’s trivia question: When one cousin moves to New York from LA and his annoying little cousin from Atlanta moves in with him, it proves to be bad chemistry. Although this annoyance was funny, he insisted on always getting his way and reeking havoc. Hint: Nina was a neighbor. What show was this? COUSIN SKEETER Kudos to: Yikes, nobody!!
Today’s Trivia Question: Absolutely Psychic was the original title of a show about a teenage girl who periodically receives brief psychic visions of the near future and trying to make those visions come true, creates a lot of trouble and hilarious situations. What show is this? ( click here 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 Cynthia Turner’s Cynopsis Kids!
01.19.06 – 3:49a
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