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Cynopsis: Kids!

06/17/10

Good morning. It’s Wednesday, June 16, 2010, and this is your first early morning Kids briefing.

Paramount shifts the nationwide release of M. Night Shyamalan’s The Last Airbender, from Nickelodeon Movies, a day earlier to July 1, according to a Twitter posting by producer Frank Marshall.  The effort is likely a move to help Airbender have a really big summer holiday opening weekend. No official word just yet on what the showing schedule will be for July 1.  It should be a big weekend overall with The Twilight Saga: Eclipse set to open the day before on June 30.

Tech-savvy and adaptable though they are, US tween/teens/young adults 12-24 are likely to meet up with us (their elders) in terms of traditional TV viewing as they themselves age, according to the new Nielsen report, How Teens Watch: The Future (of Media) is in Their Hands .  Confirming what we know – that 12-24 year-olds are more plugged-in and use all sorts of devices to tap into vide viewing, making them less likely to watch traditional TV  Nielsen finds this is due in great part to economic necessity and stage of life choices, which will shift as the group ages.  Teens living at home tend to watch more TV than the college aged 18-24 year-old crowd, who may not have a TV in their room, don’t want to vie for control of the remote and/or are generally out and about now during primetime hours  knowing they can catch up later online.  Nielsen SVP/Consumer Insights Dounia Turrill believes that as the group ages and settles down, has more time, a steady income and can purchase the TV of their choice, they will watch more traditional TV.  This theory is in keeping with the generations that cam before them.  The teens of 2001 watched less than 25 hours of TV per week, however the time 2009 rolled around and turned into 18-24 year-olds, they were watching 31 hours of TV.  Further underlining the trend is, young adults of 2001 watched less than 25 hours of TV per week, but watched more than 36 hours a week as they aged into the 25-35 year-olds.

NEW PRODUCTION & DEVELOPMENT

Writers (and cousins) Mark and Brian Gunn (Journey to the Center of the Earth sequel, upcoming Mighty Mouse movie) have been tapped to pen the screenplay for the Paramount remake of the family-targeted movie The Monster Squad, per HeatVision.  Additionally, as rumored earlier Rob Cohen (The Mummy: Tomb of the dragon Emperor), who served as producer on the original movie, will direct and again produce the new movie.  As previously reported, Michael Bay, Brad Fuller and Andrew Form, all of Bay’s Platinum Dunes company, and producing the movie, along with David Ladd.  Released in 1987, the original Monster Squad movie was directed by Fred Dekker from a script co-written by Dekker and Shane Black.

MORE KIDS STUFF

Miley Cyrus looks to age up her audience when MTV Networks’ Music and Logo Group hosts an exclusive free worldwide live stream of Cyrus’ new album release concert on June 21, at 10:30p across the home pages of MTV.com, VH1.com, CMT.com, LogoTV.com, and on 30+ international sites across Europe, Canada, Latin America, Asia, Africa and the Middle East.  The concert will be held at LA’s House of Blues Sunset Strip and feature Cyrus debuting tracks from her forthcoming album, Can’t Be Tamed, which releases the same day.  Additionally, a special widget will allow fans to chat live, as well as update social media pages directly from the widget.  The following day, the concert will be available for on-demand viewing and, additionally, five of Miley’s earlier songs will debut in the Rock band Music Store for download for Xbox 360, PlayStation 3 and Wii.

Imax Corporation and Sony Pictures Releasing announce the live-action movie The Green Hornet will be released for Imax theaters in 3D simultaneously with the domestic 2D and 3D release on January 14, 2011.  Directed by Michel Gondry from a screenplay by Seth Rogen and Evan Goldberg, the movie stars Rogen, Cameron Diaz, Christoph Waltz and Tom Wilkinson, and is produced by Neal H. Moritz.  The movie is based on The Green Hornet radio series created by George W. Trendle.

MARKETING/LICENSING

Chorion appoints Dream Theatre as the licensing and merchandising agent for Mr. Men and Little Miss and Noddy for the Indian subcontinent, including India, Pakistan, Bangladesh and Sri Lanka.  Dream Theatre will introduce Noddy for the first time in India in categories such as apparel, home furnishing, personal care, school bags, home video among others.  Additionally, Dream Theatre will focus on licensing deals and merchandising promotions for the Mr. Men and Little Miss classic characters.

BabyTV names new agents to grow its worldwide licensing and merchandising program.  New agents include: Paris Arabesques (France); Max Licensing (Turkey); Popcorn (Portugal); Pro Entertainment (Argentina, Brazil and Uruguay); and P&L Global Network (for the rest of Central and Latin America).  Additionally, Bright Group International (BGI) has been appointed publishing agent for several territories including the UK.  BabyTV already has a number of product launches set for this year and is continuing to source agents in additional territories to help develop and further its retail presence in 2011.

In the UK, The Penguin Group enters into a second venture with “print on demand” publisher Penwizard following the launch of their title, Peppa Pig: Go to Playgroup in 2009.  The second title to be added to their personalized publishing program will be a tie-in Clone Wars book.  The first title in series, The Way of the Warrior (about US$22), will be available from October 2010.  Fans can go to www.penwizard.co.uk/clonewars and step into the Clone Wars universe where they can select and customize a Jedi knight or Sith avatar.  After completing their avatar as well as other personalization options (name and personal message for the inside page) the process is complete and submitted, the customized book will be mailed out to them within a week.  The Penguin Group has published Clone Wars titles in traditional book formats since its launch in 2008.

Scholastic Media is releases its most popular kid-targeted iPhone and iPod touch apps for the iPad.  Clifford’s Be Big With Words and I Spy Spooky Mansion, based on Scholastic’s Clifford The Big Red Dog and I Spy brands, are available for the iPad beginning this week.

Hasbro releases the new Sid The Science Kid Gotta Know Microphone for preschoolers.  The electronic microphone is based on The Jim Henson science/discovery-centric TV series Sid The Science Kids animated TV series, which airs in the US on PBS Kids.  The microphone magnifies voices, as well as featuring push-buttons that let kids play applause, silly sounds and the Sid The Science Kid theme song, as well as an echo mode.

RATINGS

Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K2-11 (000) 6/7-6/13/10 :
Total Day      (000)   Primetime       (000)
NICK°:            1265    DSNY*:             1465
DSNY*:             931    CARTOON:           703
CARTOON:         617    NAN**:               650
NAN**:             416    NICK JR*:            470
NICK JR*:          364    DXD:                   264
DXD:                 218    NICKTOONS:        161
ADSM**:           210    TEENNICK:           106
NICKTOONS:      105    TLC:                     86
TEENNICK:           67    BET:                     74
BET:                    47    DISCOVERY:          72
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel and Nick Jr are not ad supported cable networks, 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) 6/7-6/13/10 :
Total Day        (000)   Primetime       (000)
NICK°:               731    DSNY*:              1043
DSNY*:              610    CARTOON:           496
CARTOON:          405    NAN**:               491
NAN**:               320    DXD:                  192
DXD:                   164    NICKTOONS:      115
ADSM**:             127    TEENNICK:           97
NICKTOONS:         77    NICK JR*:             73
NICK JR*:             73    TLC:                     62
TEENNICK:            60    DISCOVERY:         48
DISCOVERY:          30    ANIMAL PLANET:   47
ANIMAL PLANET:    30
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel and Nick Jr are not ad supported cable networks, 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) 6/7-6/13/10 :
Total Day    (000)   Primetime      (000)
NICK°:           561     DSNY*:             870
DSNY*:          536     NAN**:             499
NAN**:          386     CARTOON:         352
CARTOON:      298     DXD:                 148
ADSM**:        186     TEENNICK:         134
DXD:              130     NICKTOONS:      104
TEENNICK:       77     TLC:                    84
MTV:                71     COMEDY:             75
NICKTOONS:     69     BET:                    73
COMEDY:          45     MTV:                    72
Source: Disney Research from Nielsen Media Research Data Live + SD Data
*Disney Channel and Nick Jr are not ad supported cable networks, 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 Tuesday, June 15, 2010, 6am-11pm, ranked by K2-11:
NICKELODEON:         K2-11 1281; K6-11 750; TWEENS 9-14 558
DISNEY CHANNEL:     K2-11 1098; K6-11 726; TWEENS 9-14 577
CARTOON NETWORK: K2-11   577; K6-11 384; TWEENS 9-14 332
DISNEY XD:               K2-11   222; K6-11 169; TWEENS 9-14 131
NICKTOONS:              K2-11   106; K6-11   81; TWEENS 9-14   76
Source: MTVN Research from Nielsen Media Research Data

Answer to Yesterday’s Trivia:   The stories take place at a house located on Prince Edward Island, and were about a young girl who goes to live there.  What was her name?  ANNE SHIRLEY of ANNE OF GREEN GABLES  Kudos to: Hayley Steckler-Active Media Services/NY; Rotern Moscovich-Scholastic/NY; Brenda Bowen-Sanford J. Greenburger Assoc/NY; Bob Eisenstaedt-Granite Springs Prods/Tampa; Katrina Cicala-Prairie Home Prods/St. Paul; Carrie Wheadon-Common Sense Media/San Francisco; Amanda Zolper-Tokyopop/LA; Courtney MacGregor/LA; Clair Wilmut-Boomstone Ent/Ottawa; Kristen McGregor-Sinking Ship Ent/Toronto; Guy Hallifax-Phew!!/Windsor Ontario

Today’s Trivia Question:    What title character worked for Tomorrow magazine?   (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 Billings for Cynopsis Kids!
gwen @cynopsis.com
06.17.10

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