Report Media for Children1.pdf - AIBD

SESSION II
DEVELOPING INNOVATIVE AND CREATIVE CHILDREN’S
PROGRAMMING CONTENT
The next session, intended as an exchange of experiences, examples and
views on creative and innovative programming and production, was
chaired by Ms. Jai Chandiram, Managing Trustee, International
Association of Women in Radio and Television, India Chapter. It featured
four speakers: Ms. Catherine Nebauer, Senior Vice President/General
Manager, Nickelodeon Networks Asia; Ms. Hyunsook Chung, Head of
Children’s Programming, Korea Educational Broadcasting System (EBS),
presently on secondment to ABU; Mr. Haruo Sakitsu, Director
Programmes, Asian Broadcasters’ Union (ABU); and Mr. Zhang
Xiaojun, Deputy Director, Youth and Children’s Programming Center,
(CCTV).
In her presentation titled “Connecting
with Asian Audiences,’’ Ms. Nebauer
began by describing the special qualities
of children in Asia. For example,
according to her, they use technology
differently, are under pressure to succeed
and especially to excel in education, have
more parental guidance and have to fit
into defined roles within the family
structure.
Surprising though it may seem,
there is greater penetration of
mobile phones among Asian
children than their U.S.
counterparts. An estimated 75
million 5-14 year-olds will
own mobile phones by 2007.
Korea is likely to be the first
country in the world to be
completely wireless.
Nickelodeon’s research has
also revealed that a large number of
children actually like school.
According to Ms. Nebauer, Nickelodeon
attempts to strike a balance between
universal and local content and to
celebrate children’s lives in a non-violent,
...it is essential
to create
innovative
content,
including
compelling
educational
content.
fun way. They believe that content is still
key and that it is essential to create
innovative content, including compelling
educational content. In order to remain
relevant they are committed to research,
conducting hundreds of focus groups and
interviewing thousands of children in
order to determine their interests and
concerns. They also involve parents to
gain their trust.
Among the new programmes
for Asian children that seek
to tap into the channel’s
areas of strength are
Downward Doghouse
(working title), a programme
that will explore aspects of
Chinese culture through the
eyes of a five-year-old, and
Confucius High, in which
modern children are placed
in a traditional setting for a present-day
take on the teachings of the Chinese
philosopher.
The popular programme, Dora the
Explorer, which is produced in a number
of Asian languages, besides English, was