Research

Straight from The Experts: 

Straight from The Experts A Turner India Research Initiative

Background: 

Background In 2003, Turner created Tiny TV – A Careful Pick of Programming keeping Young Kids in mind Prior to Launch, Turner commissioned Research to Understand the Unique Requirements of Young Kids & basis the findings set the tone, content & presentation of Tiny TV Subsequent Research indicated the edutaining programming of Tiny TV making a world of difference to Children and their Mothers Tiny TV grew bigger on POGO by virtue of consumer demand (Mothers’& Children) with a fare different from that it presents on Cartoon Network yet sharing fundamental values

Where the Experts fit-in..: 

Where the Experts fit-in.. Tiny TV aims to Inspire, Entertain & Educate children in a ‘fun-do' environment To improve on this aim, we have in the past spoken to Parents (& observed children) The other important ‘light-posts’ are Educators & Psychologists/Psychiatrists Educators – Experts in the Knowledge Enhancement arena Psychologists/Psychiatrists – Experts in the Child Development arena Meeting the Experts would complete our circle of knowledge pertaining to children

The Initiative: 

The Initiative Turner commissioned the project to NFO (currently TNS) The Methodology was One-on-One Depth Interviews with a structured discussion guide A total of 2 sessions with each specialist – First Depth Interview – To gather prevalent concerns/issues regarding currently viewed programming by the young kids & to leave-behind episodes of shows airing/to air on POGO (Tiny TV) Second Depth Interview – To get the specialist view on the shows airing/to air on POGO (Tiny TV)

The Project: 

The Project The Depth Interviews were conducted in 3 cities – Mumbai, Delhi & Bangalore Earlier research had shown media habits of adults/parents impacting children, this was a critical input into town selection The Specialists constituted Senior High-Profile Practitioners with atleast 5 years experience – Educators – 8 (Mumbai - 3 + Delhi - 3 + Bangalore - 2) Psychologists/Psychiatrists – 7 (Mumbai - 2 + Delhi - 2 + Bangalore - 3) A total of 15 practitioners across the 3 centers participated in the project

Key Findings: 

Key Findings Television & Young Kids POGO Programming Evaluations of Specific Shows

Key Findings: 

Key Findings Television & Young Kids POGO Programming Evaluations of Specific Shows

Television & Young Kids: 

Television & Young Kids Role of Parent/Mother/Family in initiating child to television viewing is substantial Intentional – As an Ally/a Reward Unintentional – The Child as a Secondary Viewer Most of what is watched is not apt A lot of family/woman targeted programming have elements with over-riding negatives Stereotyping – “Mummy always shown in the kitchen, kids develop fixed notions” (- Psychiatrist, Mumbai/Bangalore) Clutter – “Too many situations/relationships..of different kinds…with implied meanings – impossible for the child to relate to” (- Psychiatrist, Bangalore) Fast Pace – “By the time they register what is happening, its over… children tend to imagine outcomes. Not a good thing” (-Psychiatrist, Bangalore) Too much too soon – “Kids get exposed to negative emotions, very early” (- Psychiatrist, Bangalore)

Television & Young Kids: 

Television & Young Kids The Specialists were clear on what is needed In terms of Content – Positive Theme – The programming should be high on happiness quotient Basic Concepts, in tune with the childs’ cognitive development stage – Colors / Shapes / Alphabets / Counting / Social Etiquette / Interaction Skills In terms of Execution – Simple, Easy to Comprehend – Language, Accent/Tone, Narratives Emphasis on Repetition – Aids the child’s comprehension of the subject Limited use of fast-moving images – An easy pace helps the child to remain in ‘active’ mode Closure per viewing occasion – The child requires help in ‘summing up’ the show, prevents the child imagining outcomes

Television & Young Kids: 

Television & Young Kids The Specialists were clear on what is needed In terms of Physical Elements – More Visual, Less Verbal – Pictures and Actions more essential than Narration Music – Should comprise of songs / poems Bright Colors – Helps typify characters and hold their attention Characters – An ‘authoritative figure’, a good ‘hook’. In terms of Benefits – One of the Activities available to the child Fun-n-Learn Preparatory tool for coping with Peers Among the first steps in Cognitive Development

Key Findings: 

Key Findings Television & Young Kids POGO Programming Evaluations of Specific Shows

Shows/Programs Diagnosed: 

Shows/Programs Diagnosed 4 Shows that typify different styles were diagnosed – Barney & Friends A Non-Animation Format show wherein kids are seen interacting with a ‘mentor/guide’ role-playing Barney Miffy & Friends Animated Show wherein Miffy interacts with peers & is central to the entire series Teletubbies Non-Animation Format wherein The Teletubbies live in their own world “Teletubby Land”. Franny’s Feet Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Shows/Programs Diagnosed: 

Shows/Programs Diagnosed 4 Shows that typify different styles were diagnosed – Barney & Friends A Non-Animation Format show wherein kids are seen interacting with a ‘mentor/guide’ role-playing Barney Miffy & Friends Animated Show wherein Miffy interacts with peers & is central to the entire series Teletubbies Non-Animation Format wherein The Teletubbies live in their own world “Teletubby Land”. Franny’s Feet Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Barney & Friends: 

Barney & Friends The Show was seen to be closely aligned to school curriculum Barney, the driving character was seen to possess the potential of emerging as ‘a significant other’ Would help broaden their perspective – applies curricular elements in different contexts, adding more meaning to words Key Elements in the Show – Colorful, playful and yet closer to curriculum Aid improve ‘inter-personal/social’ skills (kids are portrayed interacting with each other & Barney) Theme is positive & comprises music and singing (multiple facets have been highlighted)

Shows/Programs Diagnosed: 

Shows/Programs Diagnosed 4 Shows that typify different styles were diagnosed – Barney & Friends A Non-Animation Format show wherein kids are seen interacting with a ‘mentor/guide’ role-playing Barney Miffy & Friends Animated Show wherein Miffy interacts with peers & is central to the entire series Teletubbies Non-Animation Format wherein The Teletubbies live in their own world “Teletubby Land”. Franny’s Feet Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Miffy & Friends: 

Miffy & Friends The Shows focus on ‘inter-personal/social’ skill development is clear Miffy, the driving character has a high ‘cute’ quotient & child-like, will help children identify with her The pace and tone address the need for cognitive nourishment Key Elements in the Show – Visually – very appealing (Miffy as a bunny rabbit will grab the youngsters attention promptly) Easy Comprehension – pace and tone very apt for the age segment Encourages Social Bonhomie – as kids this age tend to be more insecure (due to Pre-School & new people in their personal space), the shows portrayal of ‘groups/friends’ will add a lateral dimension to the child’s world

Shows/Programs Diagnosed: 

Shows/Programs Diagnosed 4 Shows that typify different styles were diagnosed – Barney & Friends A Non-Animation Format show wherein kids are seen interacting with a ‘mentor/guide’ role-playing Barney Miffy & Friends Animated Show wherein Miffy interacts with peers & is central to the entire series Teletubbies Non-Animation Format wherein The Teletubbies live in their own world “Teletubby Land”. Franny’s Feet Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Teletubbies: 

Teletubbies The Shows focus on Socialization is dominant Visually very appealing with very low auditory inputs will help easy comprehension Safe & Clean Amusement Key Elements in the Show – Character Appeal very strong Pace & Activities shown are Safe & Clean Focus on Socialization

Shows/Programs Diagnosed: 

Shows/Programs Diagnosed 4 Shows that typify different styles were diagnosed – Barney & Friends A Non-Animation Format show wherein kids are seen interacting with a ‘mentor/guide’ role-playing Barney Miffy & Friends Animated Show wherein Miffy interacts with peers & is central to the entire series Teletubbies Non-Animation Format wherein The Teletubbies live in their own world “Teletubby Land”. Franny’s Feet Animated Show wherein Franny is the lead character. Every episode witnesses Franny’s fantastical adventures, closing-off with a moral

Franny’s Feet: 

Franny’s Feet The Sensory Stimulation lends significant Appeal to the Show Franny, the central character will help identification and inspire/stimulate a spirit of exploration The Show clearly aims making children more aware of their social environment (firemen, community helpers, etc.) Key Elements in the Show – Identifiable Central Character will build empathy and enable learning Pace & Tone is easy and in-tune with the needs of the children The Positivism in the interaction between characters is being effectively portrayed, will boost the social skills in children

Summing Up: 

Summing Up The Specialists rated the fare consumed by adults as not suitable for young children They neatly laid out the parameters to be kept in mind whilst programming for young children They keenly diagnosed the 4 shows and approved them as suitable for young children Speaking to Experts has given POGO key insights that will help further consolidate its leadership in programming for young kids