Straight from The Experts A Turner India Research Initiative
Feb 22, 2016
Straight from The Experts
A Turner India Research Initiative
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..• 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• 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 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
• Television & Young Kids• POGO Programming
– Evaluations of Specific Shows
Key Findings
• Television & Young Kids• POGO Programming
– Evaluations of Specific Shows
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• 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• 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
• Television & Young Kids• POGO Programming
– Evaluations of Specific Shows
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• 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• 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• 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• 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• 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• 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• 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• 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• 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