In an evolving vision of content, the importance of paying attention to feedback and cross-media strategies.
As part of Cartoons On The Bay, currently taking place in Pescara, a roundtable was held titled “Building Local Franchises: From Consumer Preferences to Multi-Platform Success.” The focus was on audience targets — where they’re headed and how to reach them.
“During the lockdown, children were forced by circumstances to use devices, but now they choose them. However, children are by no means giving up traditional TV, which continues to structure their days with their favorite cartoons, offering them reassurance,” said Paola Gnoni, head of Rai’s Kids Channels. “Meanwhile, the digital world is becoming increasingly ingrained in their habits, and the number of connected screens has tripled. Today, with Total Audience measurement, even mobile viewing and second screens are tracked,” Gnoni continued. “Rai Yoyo remains the top channel for the 4–7 age group, and in 92.28% of cases, it’s live viewing. More and more, to grow a local franchise, it’s essential to adopt a multi-channel approach and constantly collect feedback to continually adapt content.”
“Around the ages of 7–8, children begin to move away from co-viewing with their mothers and develop their own viewing preferences,” added Dario Dionoro, Deputy Director of Marketing at Rai. “This shift needs close attention, as does the engaging power of content. From first grade onwards, children show a need for role models and positive heroes to look up to and connect with. This is important for us as a Public Service broadcaster and is the real challenge for the future.”