SONIC THE HEDGEHOG – STILL UNSTOPPABLE! - Kazachok

International
market focus
Point of view of Eurodata
Forever Young:
Classic Kids Shows
>While each generation of kids embraces new characters
and new formats, there are also some stories and ideas
that just never seem to get old, reinventing themselves
to enchant children today as they did their parents before them.
From local factual institutions such as Blue Peter in the UK and
Die Sendung mit der Maus in Germany, to the classic cartoons
of Disney and Hanna-Barbera, these titles have all succeeded in
retaining their instantly recognizable character, whilst continually
renewing themselves to stay fresh and appropriate for each new
generation of fans.
At a time when industry players are less willing than usual to take
risks on new formats, the idea of a taking on an already well-loved
character is obviously tempting. Among the many recent examples
of this is Babar and the Adventures of Badou, a 3D animated series
based on the Babar character. The show has been sold in Canada,
Australia, the UK, the US and Italy, and over the first semester of
2011 it was the 10th best performing children’s format in France
among 4-10 year olds, with 205 900 watching on average for a 27.6%
share on this target.
While children especially (although by no means always) in Eastern
Europe continue to greatly appreciate classic cartoons in
their original formats, with series from the
70s, 80s and 90s or even earlier continuing
to enrapture viewers, updated versions of
old hits are making headway in Western
Europe and the US.
Scooby Doo, having first appeared
on our screens back in 1969, is still
pulling in viewers around the world
today. Over the first semester of 2011,
various incarnations of the property were
ranked among the top 15 children’s
shows in markets as diverse as the UK, France, Russia, Spain and
Poland. In Russia, for example, the 1980s formats The New Scooby
Doo Mysteries was the second best performing children’s title over
the semester with 401 400 children 4-15 watching on average for an
impressive 43.6% market share (CTC). Older versions also appealed
in Poland, whereas in the UK, France and Spain it was the 2000s
revamp What’s New, Scooby Doo? That earned the property its
places in the top rankings.
Similarly, the Looney Tunes continue to go from strength to internationally,
with both Baby Looney Tunes and Loonatics Unleashed (both
Clan) appearing in the top 15 kids’ series in Spain over the first half
of 2011. This has inspired Warner Bros. to keep the series coming
with The Looney Tunes Show out this year on Cartoon Network in
the US, which is a sure bet to be snapped up by networks around the
world happy to play is safe with new acquisitions! The retro trend
doesn’t stop with animation however: the updated Power Rangers
were placed ninth in the US top ranking over the first semester of
2011, with an average audience of 1.4 million children aged 2-11 for
a 17.3% share (Nickelodeon).
If the past is proving an endless source of inspiration for broadcasters,
it is not surprising that kids continue to turn to these shows
for the same reasons that they loved them in the first place: great
concepts, characters and storylines appeal both across the decades,
and across the world.
CLAIRE MITCHELL
Sources: Eurodata TV Worldwide / Médiamétrie / Nielsen Media Research / Auditel / TNS
Kazachok Licensing Mag’ Janvier - Mars 12 55