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Content for Kids - new opportunities for Argentina's content producers

Andrew Senior's presentation, made on Friday 30 November 2012, at CIyA XXI - Contenidos Infantiles Y Adolecentes En El Siglo XXI. The presentation reflects key findings from a UNESCO/EU technical assistance programme
by Andrew Senior on 10 December 2012

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Transcript of Content for Kids - new opportunities for Argentina's content producers

New opportunities for
Argentina's content sector Content Kids for Ley 26.522 Passed in October 2009
In force from October 2010 Open television - 3 hours per day for children's programming
50% of this content must be locally produced
Watershed between 22:00 and 06:00
New Advisory Committee of Audio-Visual Communication and Childhood UNESCO programme of technical assistance Policy making around cultural diversity Successful application by City Government in May 2011 Market opportunity © 2012 Andrew Senior Associates Ltd New Opportunities in
the Creative Economy Andrew Senior
Director, ASA
London & Bogota 3 hours per day
on each open channel
AND 50% of content
must be Argentinian BUT Can the local industry immediately supply programmes that compete with international content? Or is this an own goal? INTERNATIONAL
Diverse content
Plentiful
Engaging scripts
High Production values ADDED VALUE
Transmedia
360
Innovation
Creativity LOCAL
All about here
Limited supply
Poor script quality
Low budgets DANGER of creating, amongst children and young people, a long term perspective that foreign content is better than local content. BAD for Argentina and BAD for cultural diversity City Government: how can we build a competitive and sustainable children's television production sector in Buenos Aires? Competitive and sustainable? Need to understand the market How do children and
young people consume
content today? How to intervene and where? Is television dead? NO How children consume content is changing FOREVER "Technology, introduced early into the lives of young people is the cornerstone to content consumption - whether an entertainment system or an iPod each indicate how young people expect they will consume content - instantly and/or on-the-go. It is a way of life." Shaw Rocket Fund, 2010 Media & Technology, Landscape Study of Young Canadians A perspective that could
become the default International research - largely from advanced economies - clearly shows that the market is changing Television today - changing business models Risky business - experience isn't a guarantee Historic Orthodoxy Risky business - what can 'quality' leverage? Risky business - potential economic life? Risky business - the cost of retaining talent Industry structure varies between territories US very different from the UK UK very different from Canada Canada very different from Sweden Sweden very different from Argentina Declining advertising revenues Diminished market share More channels means more competition Increasingly young people consume different types of content at the same time Plan Sarmiento Mobile computer is a portal to a new set of content experiences Local and global Education and entertainment Linked and multi-platform content for children Wider sense of Building a relationship early with relevant content and a dynamic site offering will only maximise the opportunity. The multi-platform experience is an expectation. Shaw Rocket Fund, 2010 Media & Technology, Landscape Study of Young Canadians More recent challenges
in this dynamic market Global market - important to understand in terms of competitiveness and sustainability Local legislation and regulation changes the dynamic of the market Estimated weekly hours of media consumption at home among users, by age: 2011 Ofcom, UK: Children and parents: media use and attitudes report. October 2011 Media activity children would miss the most: 2007-2011 Ofcom, UK: Children and parents: media use and attitudes report. October 2011 Ofcom, UK: Children and parents: media use and attitudes report. October 2011 Devices used 'mostly' by children to access the internet, 2011 Mobile phone activities carried out at least once a week, by children aged 8-15 with a smartphone, and all children aged 8-15 with a mobile phone: 2011 Ofcom, UK: Children and parents: media use and attitudes report. October 2011 Now content is about animation, apps, books, broadcast, comics, communications, design, film, gaming, graphics, music, publishing, social media, technology
and television Television is still the dominant force The talent is SEIZE the OPPORTUNITY here www.creativeeconomy.co.uk Thank you Among 0- to 8-year-olds, time spent in each activity in a typical day Time spent with media Zero to Eight: Children's Media Use in America.
Common Sense Media, USA, 2011 Zero to Eight: Children's Media Use in America.
Common Sense Media, USA, 2011 Screen media diet Among 0- to 8-year-olds, percent of total screen media time by platform Always Connected: The new digital media habits of young children.
The Joan Ganz Cooney Center at Sesame Workshop, USA, 2011 Proportion of media time spent with each medium LOCAL INTERNATIONAL Tipping the balance
in favour of local? at least 50% no more than 50% Opportunity to produce local content - responding to the needs of Argentinian children and young people Higher incomes, greater financial security and a rising middle class in DEVELOPING & EMERGING ECONOMIES means more is being spent on children and young people than ever before. Russia: Digital Media is growth area
- 90% of children use mobile phones
- 14% of 16- to 18-year-olds have a tablet
- by 2014 70% internet penetration
- 30% growth in youth products market projected Digital Parenting Russia, Anketki Research, 2012 India:
20% of people under 25 live in India
29.7% of India's population is under 14
Children, Young People & Educational book market up 38% in Q1 & Q2/2011 Nielsen BookScan India, 2011 China:
Second largest luxury market in the world
Average household spending in urban China on children's products predicted to reach USD1,256 by end 2013 Frost & Sullivan, 2012 But what about the rest of the Spanish speaking world? Or Brazil?
Are Argentine kids so different? Push the button for Argentina's




Content for Kids sector Still need to address these issues if you are to become competitive and sustainable!
See the full transcript