1 Media/Showcommotion.ppt/ajp A Research Presentation Prepared by Qmedia for Showcomotion Platform...

1 Media/Showcommotion.ppt/ajp

A Research PresentationPrepared by Qmedia for Showcomotion Platform vs Brand


Contents

• Background And Objectives

• Project Snapshot

• Their World

• TV Viewing

• DTR And VoD Usage

• Viewing Via Other Devices

• Extensions

• The Brand Or The Platform


Background & Objectives

• Research was conducted in order to try to understand the relationship that children have between platforms and brand

• Specifically the following questions were addressed;

• Do kids have loyalty to a platform or a brand?

• What is more important to them - the channels/platforms or the brand itself

• How do they know about brands?

• How do they consume the brands and platforms?


9-10 yr olds9-10

yr olds10-11 yr olds10-11 yr olds

11-12 yr olds11-12 yr olds

9-10 yr olds9-10

yr olds10-11 yr olds10-11 yr olds

11-12 yr olds11-12 yr olds

Project Snapshot

Homework - TV DiaryHomework - TV Diary

6 x filmed in home friendship triads (1 Hour)

Parental discussion (15 minutes)

6 x filmed in home friendship triads (1 Hour)

Parental discussion (15 minutes)


Background : What Makes Up Their World

• Watching TV is part of 4 main areas of children’s lives today

School

Spending Time With

FamilyTV/

Computer Games/ Internet

Playing Out With Friends

TV ViewingTV ViewingTV ViewingTV Viewing


4 Main Factors Which Influence Type Of Programmes Watched & Level Of Consumption

Type Of Type Of Programmes/Programmes/

Level Of Level Of ConsumptionConsumption

Type Of Type Of Programmes/Programmes/

Level Of Level Of ConsumptionConsumption

• Children do not make decisions on their own, other factors come into play when decide what watch

vs

Younger/ Older

siblings

Gender

Peer Influence / Pressure

Parent’s Rules


FavouriteChannels


Favourite Channels

BoysBoys

GirlsGirls

• Younger girls (9-10) watch channels aimed at children more than the older girls (11-12)

• Whereas all the boys are driven by rude/funny content which is often provided more frequently by channels such as MTV, Paramount and E4

Younger

Older


FavouriteProgrammes


Favourite Programmes

BoysBoys

GirlsGirls

• Boys favourite programmes driven by comedy• Older girls (11-12) prefer reality or soaps, whereas younger

girls like children’s programming with a children’s theme

King Stupid

Younger

Older


Variety Of ‘Key Hooks’ Between Boys & Girls

• Fashion• Reflects real life• Empathy• Boys!• Relevance

• Humour• Reality

• Rude• Shocking• Technology• Adult• Interests -

camping, cars, sport


Who Do They Watch TV With?

• When watching TV on their own children will revert back to the children’s channels by default if they find nothing else to watch

Older Siblings/Peers Parents/Family

Younger Siblings On Own

Friends/ Hollyoaks/ Shipwrecke

d

South Park, Cribs

The Saddle Club

Dora

Tracy Beaker

MiHigh

Suite Life, Cory In The House

Hannah Montana, Suite

Life

The Saddle Club

Mi High

XFactor, Coronation

Street

Dr. WhoPrimeval

My Family

Top Gear

DTR DTR & VoD & VoD UsageUsage

DTR DTR & VoD & VoD UsageUsage


DTR And VOD Usage Remains Relatively Low With This Age Group

• Mixed usage • Used in a similar way to

parents• Look through EPG and

select programmes to record

• Reminder function • More appeal with older

viewers • Older siblings/parents

set programmes up to record

• Awareness low• Catch up with favourite

shows• More

understanding/appeal amongst older girls

“”

I use it to record South Park and things after bedtime

“”

Use my Sky+ to get reminders

“”

My older brother’s got this box where he can record TV programmes; I just watch the stuff he’s recorded

“”

I use it to catch up on all my favourite Disney shows

Viewing Viewing Via Via

Other Other DevicesDevices

Viewing Viewing Via Via

Other Other DevicesDevices


Viewing Through Other Devices Is Becoming Increasingly Prevalent

• By far the most used site to source programming

• More used by the parents; watch with them

• Heard about through peers

• Shorter clips sent by siblings/peers

“”

I watch programmes that are a bit ruder online; ones I shouldn’t really be watching

“”

You Tube has everything; I can watch South Park on there and new episodes of the Simpsons

“ ”I watch online; it’s

probably illegal but whatever!

Sitcoms.com

• Many watch programming via computer

ProgrammProgramme Drivene Driven

ProgrammProgramme Drivene Driven


Type Of Viewing Varies Between Devices

Whole episode Free Convenience Freedom

Short clips When bored? Network issues? Costs

• Programme driven; can’t be so easily accessed elsewhere either due to lack of parental approval or ‘cult’ viewing

• Recommendations from friends - ‘snacking’ rather than appointment to view

ExtensioExtensionsns

ExtensioExtensionsns


Extension Choice Led By Programming

• Very much of a view that they visit the site/buy the merchandise as a result of the programme

ProgramProgrammeme

ProgramProgrammeme

GamesGamesGamesGames WebsitesWebsitesWebsitesWebsites MerchandiseMerchandiseMerchandiseMerchandise

• Games of TV programmes

• Enjoy role playing favourite characters

• Extra content• Games of the

programmes

• DVDs• Watch• Clothes, T-shirts,

dressing gown etc

The Brand The Brand Or The Or The

Platform…Platform…

The Brand The Brand Or The Or The

Platform…Platform…


How theysearch


Channel Range Grows With Age

• Specific channels • Channel numbers• Flick

Younger Older

Boys 9-10

• Channel numbers• Range of

channels; start at their favourite

Girls 9-10

Range of channels

grows

Programme decision process

more developed

• Programme led• Greater propensity to

explore• Flick to find a programme

that looks interesting• Revert back to children’s

channel if nothing else

Boys 11-12

• Programme led• Specifically search for themGirls 11-12

“”

I just flick around the channels on Sky, there’s a bar at the bottom so I can flick and see what’s on without turning over

“ ”The programmes I like are just on all the time, so you just

flick past them, then once you add them to your favourite you can watch them all the time

• As the children get older their channel range opens up. Will flick between more channels to find what they like and then will revert back to their favourite children’s channel if nothing else on


Channel vsProgrammes


Chicken Or The Egg? What's More Important; The Brand Or The Platform

• Initially programmes are what they are looking/searching for when they turn the television on

• However, this searching is only from a repertoire of channels;• These channels are pre-conceived to be the best (eg

PopGirl, Disney, CBBC, E4, TMF etc)

Therefore…

• Although consciously led by the programmes;• Sub-consciously they are channel led and these

perceptions are decided by; Advocacy by Peers – eg MTV Pre conceived image of quality – eg CBBC or

BBC in general Copying older siblings – eg E4

What What The The

Parents Parents Think…Think…

What What The The

Parents Parents Think…Think…


Parental Views


Adults : Low Awareness Of What Their Children Are Actually Watching

• Definite feeling of guilt amongst some parents who feel they should be more in control of what their children watch

• Struggle to recall favourite programmes and are often incorrect in their choices

“

”

Favourite TV channel is probably C4. I think probably because there’s lots of things on there he can watch that I wasn’t aware he was watching and I wouldn’t necessarily approve of

“”

I often come in and the television is suddenly flicked over

“”

I definitely don’t approve of Big Brother – when does he have time to watch that?

“

”

We sit together and watch the family stuff – You’ve Been Framed and Britain’s Got Talent

“

”

Nick’s favourite programme is The Simpsons… it’s funny and it appeals to his humour as it’s a bit naughty

“”

I’d like him to watch educational programmes, science and history


Believe Their Children Are Programme Driven But Would Prefer It To Be Channel

• Preference towards channel led; and therefore stick to ‘safe’ channels • Parents slightly behind children in the range of channels and

programmes that are available• Starting to accept as children get older that it’s their programme

choice and are therefore less interest/influence in what they view

“”

He’s influenced a lot by his older brother“

”James definitely has

specific programmes that he goes to

“”

Channels are a safer way for my kids to watch the right content

“”

I don’t mind what they watch as long as they don’t repeat anything bad

“”

I’d like her to stick to CBBC – I know what she’s watching is safe


5 Key Things To Take Away

1. Sub-consciously platform led; programme searching from a repertoire of channels

2. Viewing via other devices increasingly prevalent

3. Younger children are more likely to look for guidance from channels

4. Older children are more confident in their navigational abilities and are more programme led across a repertoire of platforms/channels

5. Parents have a preference for channels but accept as their children get older they are more likely to be brand directed


[email protected]

[email protected]@qmediaresearch.co.uk

[email protected]

Tel : 0113 205 7000Fax : 0113 236 3606

HighDefinitionResearch

1 Media/Showcommotion.ppt/ajp A Research Presentation Prepared by Qmedia for Showcomotion Platform...

Documents

Transcript of 1 Media/Showcommotion.ppt/ajp A Research Presentation Prepared by Qmedia for Showcomotion Platform...