This page contains a Flash digital edition of a book.
TOTAL LICENSING
last few years with the advent of digital Angela Farrugia: “It totally de- what they missed first time around.
media and the kids satellite channels pends on the property. The two hot- This has a knock-on effect for licences
really building audience share. You only test properties in the UK right now ( – they get a second chance and can
have to look at Cartoon Network High School Musical and Ben 10 both achieve longer life-spans. Terrestrial
with Ben 10, Nickelodeon with Dora launched on cable platforms. Times broadcasting is still a hugely influential
and Disney with High School Musical are changing and it is no longer just and positive force, but the successful
to see there is no longer any truth in about Terrestrial vs non terrestrial big players, including the BBC, are em-
you need a terrestrial platform for a its all about the quality/ penetration / bracing all the opportunities of chang-
licensing programme. I would see marketing of the channel rather than ing technology and viewing habits”.
the future continuing to build on the just placement”.
current situation of Kids channels John McInnerny: “Terrestrial broad-
being available on both terrestrial and Stephen Gould: “Terrestrial TV is casting is still vital in most cases other
digital across numerous platforms still the “Holy Grail” and most im- than children’s where the likes of Nick
TV/Online/Mobile with the catch up portant singular facet in driving an and Disney have fought the traditional
service if you missed your favourite entertainment brand, however, this is trend. Broadcasting will always be an
programme”. probably largely because of the way important part but these days there
the majority of third parties bench- have to be other elements like web-
Ciarán Coyle: “Terrestrial TV is still mark a brand’s potential for logistical sites, viral campaigns and the like”.
very important, especially in the eyes success as opposed to the “quality” of
of retailers who take comfort in the the brand itself or indeed the aware- Bettina Koeckler: “One has to make
ubiquity that terrestrial TV broadcast- ness that such a broadcast platform a distinction between entertainment
ing delivers for entertainment pro- necessarily brings. That said, the cur- classics like Winnie-the-Pooh and new
grammes and their audiences. In an rent monopolic infrastructure that as- properties which first have to be in-
ideal world, an entertainment prop- serts itself with British terrestrial TV troduced to the consumers. A classic
erty will secure a slot on either the is by it’s very inflexibility endangering can basically live on its own, without
BBC or Five as both channels have the it’s own sustainable future as the crea- any media support – as long as the
terrestrial TV base as well as the sat- tive and production animation process brand is managed in a careful, but in-
ellite reach (BBC through CBBC and is simply too costly to risk a limited or novative way. A new property needs
CBeebies and Five through its long- no fee sale scenario. Moving forward, media support whether it’s theatrical,
Claire Shaw
Entertainment Rights
term partner Nickelodeon). Securing there are simply too many excellent TV or publishing in order to create
only satellite TV distribution, but not entertainment properties for too few some awareness. Once it comes to
terrestrial, would be a key challenge rather lame broadcast slots. Rather creating a long-term opportunity, ter-
for any entertainment property as it than dominating the marketing mix, restrial TV support is very important
would be difficult to achieve stand-out terrestrial TV must shift to being a as a theatrical release opens only a
from the sheer volume of entertain- prominent component part of the lat- limited window of sales. It has to be
ment programmes and competition in ter and in so doing, other significant seen how that might change in the fu-
the satellite TV world. Occasionally, contributory third parties to any suc- ture when it comes to the use of TV
a property does break through, such cessful roll-out strategy must secure downloads and digital penetration. For
as Cartoon Network’s Ben 10, but an equity shareholding. It is all too our pre-school brands we definitely
this can be considered an exception common these days for the IP owner target terrestrial channels which have
rather than the norm. The attractive- to expect commercial partners includ- a wide coverage and an overall accept-
ness of corporate and, to a large ex- ing their licensing agency to build the ance by the parental target group”.
tent, celebrity brands is that they do brand on their behalf when in actual
not rely on a TV series for promotion. fact all third parties are principally at Vickie O’Mally: “Shows owned and
They still need visibility in the market the table to exploit an already existing developed by their satellite and ca-
place and a clear identity and point of brand loyalty”. ble broadcaster can certainly break
difference but are less susceptible to through without necessarily having
the vagaries of TV placement.” Richard Hollis: “As we approach complimentary terrestrial TV (al-
Anthony Temple
the analogue switch-off and as free- though it helps…!) For third party
DRI Licensing
Nicholas Durbridge: “I think the sat, iPlayer and Sky Plus expand low shows that might not have the same
perception of the importance of ter- cost choice and home scheduling, the scheduling or on-air marketing sup-
restrial TV is more important than the channel identity becomes arguably port, terrestrial TV in a good slot is
reality, despite what some licensees less critical, and the quality of the ac- still necessary to garner the critical
still think. The important thing is what- tual content becomes more important mass of audience to support and L
ever brings properties to consumers. than it ever has been before. Wider & M programme. There are so few of
Moving forwards this may be the in- choice makes it harder for great li- these slots available that developing
ternet or other media that appeals to cences to break through, but easier for other complimentary platforms is the
the new generation”. consumers to share them and catch way forward, social networking, pub-
116
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180
Produced with Yudu - www.yudu.com. Publish online for free with YUDU Freedom - www.yudufreedom.com.