What would be the financing strategy for shows addressed to kids between 6 and 11 years old?
The situation is the opposite compared to pre-school shows. You can have a very strong TV revenue, because advertising is king in this age. You have audience measurements and audience ratings. There is no parental prescription. Producers can spend more money in the shows. It is indeed required because kids are the more and more demanding in terms of the spectacle you can provide. Innovation is critical. Kids want new programmes. Merchandising and home video can drive money, but the market is very competitive. The market is dominated by US programmes and there is practically no space for independent programmes. You have to make a choice between a story which is driven by characters and a story which is driven by merchandising. In the merchandising-driven shows, you will serve the purpose of the toy company and you will get fewer revenues from the TV. Anyway it is much more difficult to create merchandising products for the 6-11 years old target. There is also a crisis of toys. After 6 y
