Wednesday, December 7th, 2005



Cynopsis: Kids!



Good morning. It’s Wednesday, December 7, 2005, and this is your first early morning Kids! briefing.

Researchers from the Institute of Medicine of the National Academies presented to Congress yesterday its study, Food Marketing to Children and Youth: Threat or Opportunity?”.  The study finds “Food and beverage marketing targeted to children 12 and under, leads them to request and consume high-calorie, low-nutrient products.  With those results in hand, the Institute of Medicine made several suggestions and recommendations:

  • A call to food, beverage and restaurant companies, in addition to the entertainment and marketing media industries, to beef up their standards and enforce them, say for instance by using its licensed characters to promote healthful diets, and create a wider array of products that would be more nutritious, appealing and affordable.
  • They suggested The Children’s Advertising Review Unit expand and apply its voluntary guidelines to the new forms of marketing, including the Internet and mobile advertising as well as product placement. 
  • TV shows and other products that include storylines should weave healthy eating habits into the shows, movies and games. 
  • A suggestion that the government offer tax incentives to encourage companies to fully vest themselves in this process.  
  • And lastly, that the various industries self-regulate of their marketing efforts and specifically not market to their audience during children’s programming. If after two years there has been no improvement, then Congress should enact legislation to that would hold the broadcast and cable TV to legal standards.


Noggin has begun production in Australia its new original live-action preschool series The Upside Down Show.  Developed by Sesame Workshop, the 13-episode interactive series will feature the comedy duo The Umbilical Brothers (David Collins and Shane Dundas).  The Upside Down Show is slated to premiere in fall 2006 on Noggin.  With an emphasis on learning through imaginative play, the series is set in an unusual living room with more doors than walls, and follows the two brothers, their sidekick Puppet, their invisible pet fly Fido, and The Schmuzzies (fluff balls who like to speak in rhyme), on their journeys to explore everyday places such as the laundromat and the airport.  At the top of each episode the brothers hand an imaginary remote control to the viewers at home so they can “control” the duo’s physical motion by fast forwarding, rewinding or pausing their movement.  Throughout the episode the brothers enlist their friends and the home audience for assistance.  In addition to traveling the world in their live shows, The Umbilical Brothers provide the voices and sound effects on Nickelodeon’s Maisy.  The Upside Down Show was co-created by The Umbilical Brothers and veteran Sesame Street writer, Belinda Ward.  The Executive Producer is Michael Bourchier of Blink Films in Sydney.


Image Entertainment, Inc., an independent licensee and producer/distributor of home entertainment, has inked a North America distribution agreement with Bandai Visual USA Inc.  Under the initial terms of the agreement, Image will exclusively release both a newly remastered standard DVD version and a limited collector’s edition box set for each of two acclaimed Japanese anime movies, Patlabor The Movie and Patlabor 2 The Movie, currently slated for April 25, 2006 and summer 2006 respectively.  Additional titles to be included in the agreement are currently in discussion.  Targeted to teens and older, both Patlabor movies are directed by Mamoru Oshii. The movies will be released in North America under a newly-formed Bandai Visual label called Honneamise, which is also the name of the first animated movie produced by Bandai Visual back in 1987.  Bandai Visual USA will oversee the production on the release including creative design and manufacturing.  Image Entertainment will handle all North America sales, marketing and distribution responsibilities. Bandai Visual USA Inc., the newly-established subsidiary of anime producer/distributor Bandai Visual Co., Ltd.

Nintendo has entered into a license deal with JiWire, an information service provider, which will provide Nintendo DS users access to JiWire’s online hotspot directory service. Nintendo DS users can search for available free Wi-Fi locations by country, state, region, street address or zip code at the Nintendo Wi-Fi Connection website ( This service is available for users in the U.S., as well as Canada, Mexico, Brazil, Argentina, Panama, and Chile.


If you are between 12 and 21 years old and live in the US or Canada, you are more than likely hooked on technology and wired, according to a survey conducted by Forrester Research Inc. with 5,000 young consumers regarding their use of various devices, gaming, online activities, music downloads and file sharing, communication technologies, and attitudes toward media and advertising.  In its report, Young Consumers and Technology, Forrester confirms some of what we already know – that young consumers are reaching for technology at a younger age.  For example 87% of Teens 15+ use instant messaging and nearly half of Tweens 12-14 have mobile phones.  Moreover, the study finds technology and gadgets are an integral part of this group’s daily life, specifically for communication and entertainment.  Calling young people “communication junkies” the survey found that 83% of Teens 12-21 use Instant Messaging vs. 32% of online adults.  Young respondents report they spend an average of 11-20 hours a week online.  Additionally 83% Boys 12-17 own a game console, compared with 63% of girls.  Notably 55% of boys would rather play games than watch TV.  As far as reaching North American consumers 12-21-yrs, Forrester says this demo is not encumbered by preconceived ideas about marketing and advertising.  Furthermore, while 12-21 yr-olds make independent decisions about products they want, social marketing is an important avenue to use in reaching them, with 52% saying they rely on recommendations from friends/family when making a purchase, vs. 34% of adults.


MTV Networks International has upped Nigel Robbins to President, MTV Networks Asia Pacific.  Robbins, who will re-locate to Singapore, will oversee the growth of MTVN’s channels in the region and for developing new businesses and brands there.  Prior to this Robbins was Managing Director/MTVN Australia.  He fills the post left vacant by Frank Brown who moved to Australia earlier this year.  MTV Networks International also announced that MTVN Japan will now operate as a separate and unique unit apart from MTVN Asia Pacific.  MTVN Japan’s EVP/Managing Director, Peter Bullard will maintain his leadership role there, which includes the oversight of digital media brand FLUX and Nickelodeon channel, licensing and MTVNI’s joint venture.  Both Robbins and Bullard will report to Bill Roedy, Vice Chairman/MTVN and President/MTVNI.

Breakthrough Entertainment Inc. has appointed Nat Abraham as Head of Canadian Acquisitions & Sales, a newly established division.  Abraham will be responsible for the acquisition and placement of international programs into Canada. He will also work in tandem with Tanya Kelen, Head of Distribution, to secure worldwide sales on new properties.  A 16-year TV distribution veteran, Abraham has served as VP, Fox/Astral Communications, SVP/Worldwide Sales, Sullivan Entertainment International and spent 11-years with Nielsen Media Research, Canada. Breakthrough Entertainment Inc. is the distribution arm of Breakthrough Films & Television.


Weekly Top Ten Basic Cable Ad Supported networks, Total Day and Primetime Rankings among K2-11 (000) 11/28/05-12/04/05 :
K2-11 Prog Day 6a-11p (000)    K2-11 Primetime 8p-11p         (000)
NICK:                               1230    DIS. CH.*:                                 1049
DIS. CH*:                           751    CARTOON NET:                        926
NAN**:                               635    NAN**:                                        635
CARTOON NET:               633    TOON DIS:                                 123
TOON DIS.:                       137    ESPN:                                         121
NOG/THE N:                      119    ANIMAL PL:                                 84
MTV:                                    54    MTV:                                             76
ESPN:                                  52    DISCOVERY:                                58
ANIMAL PL:                         49    BET:                                              51
BET:                                     45    NKTOONS:                                   48
Source: Disney Research from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.

Weekly Top Ten Basic Cable Ad Supported Networks, Total Day and Primetime Rankings among K6-11 (000) 11/28/05-12/04/05 :
K6-11  Prog. Day 6a-11p        (000)   K6-11 Primetime 8p-11p         (000)
NICK:                                         666    DIS. CH*:                                   788
DIS. CH*:                                   452    CARTOON NET:                        613
NAN**:                                       450    NAN**:                                        450
CARTOON NET:                       400    ESPN:                                           71
TOON DIS:                                  66    TOON DIS:                                   67
MTV:                                            39    ANIMAL PL:                                  62
ANIMAL PL:                                 36    MTV:                                             54
ESPN:                                          32    DISCOVERY:                                43
NKTOONS:                                  28    NKTOONS:                                   34
BET:                                             27    THE N:                                          33
Source: Disney Research from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.

Denotes a network that broadcasts less than 51% of minutes in a 24hr day.

Weekly , Top Ten Basic Cable Ad Supported Networks, 11/28/05-12/04/05 : Total Day and Primetime Rankings among Tweens 9-14 (000)
TWEENS 9-14  Prog. Day 6a-11p  (000)  TWEENS 9-14 PT 8p-11p (000)
NAN**:                                              543    DIS. CH*:                            650
NICK:                                                513    NAN**:                                543
DIS. CH*:                                          348    CARTOON NET:                439
CARTOON NET:                               287    MTV:                                  178
MTV:                                                 119    COMEDY:                             99
COMEDY:                                           47    ESPN:                                   97
ESPN:                                                 44    THE N:                                  68
BET:                                                    40    ANIMAL PL:                          68
TOON DIS:                                          36    DISCOVERY:                       64
ANIMAL PL:                                         33    BET:                                     47
Source: Disney Research from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**Denotes a network that broadcasts less than 51% of minutes in a 24hr day.

Kids Cable Network Averages in thousands (000) for Saturday, December 3, 2005, 6am-11pm, ranked by K2-11:
NICKELODEON:            K2-11 1420; K6-11 982; TWEENS 9-14 759
DISNEY CHANNEL:       K2-11   893; K6-11 531; TWEENS 9-14 362
CARTOON NETWORK: K2-11   793; K6-11 558; TWEENS 9-14 433
TOON DISNEY:              K2-11   227; K6-11 117; TWEENS 9-14   45
Source: MTVN Research from Nielsen Media Research Data

Kids Cable Network Averages in thousands (000) for Sunday, December 4, 2005, 6am-11pm, ranked by K2-11:
NICKELODEON:            K2-11 1342; K6-11 911; TWEENS 9-14 726
DISNEY CHANNEL:       K2-11   921; K6-11 558; TWEENS 9-14 438
CARTOON NETWORK: K2-11   786; K6-11 507; TWEENS 9-14 352
TOON DISNEY:              K2-11   182; K6-11 103; TWEENS 9-14   56
Source: MTVN Research from Nielsen Media Research Data

Kids Cable Network Averages in thousands (000) for Monday, December 5, 2005, 6am-11pm, ranked by K2-11:
NICKELODEON:            K2-11 1262; K6-11   553; TWEENS 9-14 380
DISNEY CHANNEL:       K2-11   730; K6-11   409; TWEENS 9-14 338
CARTOON NETWORK: K2-11   512; K6-11   310; TWEENS 9-14 236
TOON DISNEY:              K2-11   102; K6-11     44; TWEENS 9-14   37
Source: MTVN Research from Nielsen Media Research Data

Answer to yesterday’s trivia question:
   Home Alone 2 Lost in New York is about Kevin lost again for the second time during the family’s Christmas vacation.  Kevin ends up in New York. Where did the family go?   MIAMI FLORIDA.  Kudos to: Jordan Breslow-MediaCom US/NY; Nancy Hirsch-WLNY/NY; Rachel Flores-UCLA/LA

Today’s Trivia Question Today:  Cuddly beige spokes-bear pictured huddled in the laundry basket, is the commercial mascot for what product?  (click here with your answer and be sure to include your name, company, city and time zone with your answer. 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 Cynthia Turner’s Cynopsis Kids!
12/07/05 – 4:01A
Cynopsis Ad Sales – Barbara Shapiro – 203-583-1224 / [email protected]
Classified Ad Sales – Trish Pihonak  – 203.381-9096 / [email protected]

Cynopsis: Kids podcast available for download each morning by 645a at or via iTunes 4.9 listed in the podcast directory under “News”  as well as under Yahoo Podcast

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All outgoing e-mails are scanned and sent out virus free.Copyright Cynthia Turner 2005
Copyright Cynthia Turner 2005

Cyn opsis  CLASSIFIEDS —

JOB OPENING: PUBLIC RELATIONS & MRKTNG MGR/Univision/NYC: Seeks person w/ 3/5 yrs exp in media/entertainment/broadcasting company. Send resumes to [email protected] (12/14)

JOB OPENING: DIR/CONSUMER RESEARCH/TW CABLE/Stamford CT:Will play key role in creation of leverageable consumer insights designed to positively impact strategic changes & significant bus. decisions. [email protected]  (12/14)

JOB OPENING: TRAFFIC MGR: LBM/LIME TV/NY: Dev & implement sched strategies for promo’s, infomercials & DR ads. Create daily logs, using BMS. Interact w/ on-air, program’g & ad sales depts. Traffic exp req’d. [email protected] (12/14)


JOB OPENING: Cablevision seeks PRODUCTION ACCOUNTANT  in NYC. Assist Dir of Prod in creating production/program budgets.1+ yrs exp in entertainment req’d. BS/BA req’. Res to [email protected] w/1201CYN15700MRK in subject (12/13)

JOB OPENING: Cablevision seeks PRODUCTION MANAGER  for Fishkill, NY to manage commercial production process. 3-5 yrs TV production exp. Strong copy writing skills. Send res to [email protected] w/1130CYN15782MRK in subject (12/13)

JOB OPENING: Cablevision seeks an ACCOUNT EXEC for Fishkill, NY.Sell commercial and ad space on all local channels. 2+ yrs exp, preferably in tv/radio. Send res to [email protected] w/1130CYN16024MRK in subject. (12/13)

JOB OPENING: HEAD OF PRODUCTION. Production genius for busy NY-based indy prodn co. MUST have 10+ years experience as Head of
Production/EIC. Juggle many projects. Full package. Growth. Send & Paste. Resume: [email protected]  (12/13)

JOB OPENING: ACCOUNT EXECUTIVE/The Outdoor Channel/NYC: Immediate opening for aggressive/self-starter w/ 3+ yrs. Nat’l sales experience.  Pls send resume to: [email protected] (12/13)


JOB OPENING: N’WORK CABLE ADMIN/Asst/BET Ad Sales NY: 2-3yrs exp. Must be det. oriented & have ability to multi-task in fast paced environment. Proficient in MS Word/Excel/PP. Exc oral/written skills.  [email protected]   (12/13)

JOB OPENING: SR. WRITER/PRODUCER SCI FI Channel, NBC Universal, NYC. Must have 5+ yrs Promo/Prod exp and college degree. Spot reel a must. keyword # 438660 (12/13)

JOB OPENING: SALES ASSISTANT/AMC & WE/LA– Support National Ad Sales Team with the daily sales and servicing of advertising clients. BA/BS pref. Good comm and org skills nec. resumes to [email protected]   (12/13)

JOB OPENING: SALES ASSISTANT/CBS Television Sales/LA: Assistant works with 2 Senior Account Executives inputting orders, resolving discrepancies, dealing with agencies, etc. Send cover letter & resume to: [email protected]   (12/13)

JOB OPENING: New reality show looking for EXP’D SD/HD Shooter Producers, Reality Field Producer, Prod Mgr, FCP Editors for fast paced production starting immediately, NYC Production. Resume to:  [email protected]    (12/13)

JOB OPENING: BROADCAST DESIGNER/ Comedy Ctrl/NYC: Dev creative concepts, create show/network pckging; strong design sk; After Effects; thoro knwldge software, eg,  PhotoShop&Illustrator.  EOE/M/F/D/AAP. Apply (12/13)

JOB OPENING: SR RES. ANALYST/Scripps Networks Brand Research-KNOXVILLE: 3-5 yrs nat’l TV exp; proficient in market research, stats & TV data, Nielsen software and media math. Email: [email protected]. Ref job #4898-U(12/10)

JOB OPENING: DIRECTOR, AFFILIATE MARKETING, OLN- Stamford, CT – Develop/execute affiliate and LAS promos for anchor pgming. 7+ yrs affiliate mktg exp at cable network req’d. See Resume/salary: [email protected] (12/08)

JOB OPENING: CLIENT MARKETING SOLUTIONS MANAGER/ Court TV, NY Develop/Execute added value marketing programs for ad sales. 3-5yrs exp. in cable or media planning a+. For info go to: (12/08)

JOB OPENING: MANAGER OF DEVELOPMENT/ National Geographic Channel/DC. Devlp concepts to meet aggressive ratings goals. 5-10yrs exp. TV prod, writing, program financial budget. Must apply on-line @ FNG 1363.EOE (12/08)

JOB OPENING: ACCOUNT EXECUTIVE, Mercury Media/LA: 3+ yrs experience in DR long-form buying or campaign mgt, strong communication & analytical skills. Email resume & sal history to [email protected] (12/8)

JOB OPENING: TRAFFIC MGR, Mercury Media/LA: Seeking highly motivated ind w/ 2 yrs+ previous Traffic mgt exp in DR media-buying agency. Exc org’l skills & time mgt essential. Email resume & sal history to [email protected] (12/08)

JOB OPENING: DIR OF SALES RES. Proactive contributor to work in a team-based envt/ provide sales res. materials, estimates, rating data, etc; min. of 7yrs of TV research Apply at (12/08)

JOB OPENING: RESEARCH ANALYST, The Golf Channel / ORLANDO, FL. 3 yrs media research exp preferred. Day-to-day will use NPOWER; Market Breaks; StarTrak. Golf exp. not mandatory. EOE. M/F/D/V Fax to: 407.363.7976. No calls please. (12/13)

WINTER INTERNSHIPS – These positions are for credit only – nobody gets paid here.  They are 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].

WINTER INTERNSHIP CREDITS ONLYKPI, busy NYC doc prod house seeks INTERNS . Assist all aspects: Dev to delivery of pgms. Fun, fast paced environment. Current Juniors/seniors encouraged. Credit only. Stipend for meals/travel. Resume: [email protected]  (12/14)

Winter Internship Credits Only: MOW, TV, and feature production company,seeks a DEVELOPMENT INTERN. In addition to administrative duties intern will have the opportunity to be creatively involved. Please resume to [email protected] (12/13)

Winter Internship Credits Only: CHANNEL ONE NEWS/NYC: ASSIST MKTG DEPT of teen TV news network w/sales & consumer mktg projects, promotions, sponsor programs. 3-5 days/wk. Enthusiastic/organized, Excel/PPoint. Cover ltr/resume: [email protected]  (12/10)


SITUATION WANTED: MARKETING COORDINATOR. Ambitious & outgoing with 1.5 yrs exp in Retail Mrktng & Event-Planning, 1 yr exp in cosmetics sales. bi-lingual Spanish/English, eager to work hard in challenging position! [email protected] (12/14)

SITUATION WANTED: RESEARCH/MARKETING professional seeks media/tv position in NYC area. Experienced with Nielsen software, MS Word, Excel, Ppt. Hard working,motivated, strategic thinker. Email: [email protected]  (12/13)

SITUATION WANTED: ASSISTANT/PA Attentive and ambitious NYU grad with dynamic experience seeking assistant job in New York.  Very pro-active, creative, and talented.  Contact:  [email protected] (12/13)

SITUATION WANTED: Recent Dramatic Writing BFA grad seeking PA positions in NYC. Smart+ genuinely excited to learn. Interned w/ Nick Prod + Dev + just finished PAing on new NBC show ‘The Book of Daniel.’ Email: [email protected] (12/13)

SITUATION WANTED: Award Winning Network EXECUTIVE PRODUCER seeking position at prod co.or network.Expert in Prgrmng, Dev.& Management. Recently received an MBA.Very pro-active. Willing to relocate. Contact [email protected]  (12/30)

SITUATION WANTED: PROGRAMMING/ACQUISITIONS/DEVELOPMENT Executive seeks post. Expert in “Lifestyle” programming and created the Q Television Network. Produced series, specials, etc.  Relocation acceptable. Contact: [email protected]  (12/10)

SITUATION WANTED: Award Winning Network CREATIVE DIRECTOR seeking position at up and coming or thriving network. Solid experience in On and Off-Air Design and Management. Very pro-active. Willing to relocate. Contact [email protected] (12/8

E-mail [email protected] for rates and specs for Job Openings.

Are you looking for a job? Post your Situation Wanted Ad here — Email [email protected] for specs.

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