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CHILDREN’S TV 59


FIVE (MILKSHAKE) Milkshake is the branded pre-school programming block on Channel 5, on-air from 6am-9.15am every weekday and 6am- 10am at weekends. The age range stretches from two up to seven, with most popular shows including Bananas in Pyjamas, Peppa Pig, Little Princess, Thomas & Friends, Fifi and the Flowertots, Mr Men, Noddy, Ben & Holly and Angelina Ballerina.


DISNEY CHANNELS


Disney Channel, Disney Junior and Disney XD make up the firm’s offering to the kids TV market. Disney Channel now reaches over ten million homes across the UK, with the firm saying it has been the number one kids’ pay TV channel for six consecutive years. Disney Junior has enjoyed strong growth over the last 12 months with ratings for all children up 41 per cent; since rebranding from Playhouse Disney to Disney Junior in May 2011, the channel has doubled its ratings, while Disney XD now reaches 3.9 million kids aged four to 15 per year in the UK.


PROGRAMME HIGHLIGHTS FOR 2013: New shows for next year include Toby’s Travelling Circus and Tickety Toc. In addition, there will be new seasons of Bananas in Pyjamas, Ben & Holly and Jelly Jamm among others.


ADVERTISING OPTIONS: Milkshake has a presence on both TV and online and can offer spot advertising, sponsorship, online display, online video on demand, bespoke campaigns to run across the portfolio and bespoke microsites which sit on the Milkshake site.


TOY FIRMS ALREADY WORKED WITH: With a particular focus on pre-school products, Milkshake has enjoyed a key partnership with Mattel and its Fisher- Price brand for five years. Over the past three years, it has also run bespoke campaigns for Chad Valley, VTech and Flair among others.


WHY MILKSHAKE..? “Milkshake has a very wholesome brand image that parents respect and trust,” explains Simon Betts, business development manager at Channel 5. “This translates to really high dual viewing numbers (parents watching with child).


“Milkshake is also available on


Freeview which means that viewers who watch are often viewers that do not receive paid for TV (Sky/cable). “Therefore, Milkshake can cover the 45 per cent of kids not covered by the majority of the dedicated kids channels.”


TOY FIRMS ALREADY WORKED WITH: Over the past year, there have been special Halloween spots for Bratz (MGA), LeapFrog, the On-Air ‘Big Build Challenge’ advertorials for Hasbro KRE-O, plus experiential events and extreme sports TV spots for Nerf. Smyths, Worlds Apart, Carte Blanche and Tatty Teddy have also featured, while recent cross- platform campaigns have run with Fisher-Price, Rubie’s, VTech and Mega Brands. Disneymedia+ has also worked with LEGO for its LEGO Friends range.


WHY DISNEY..?


“Kids multitask these days in many complex ways, but TV is such a dominant part of their entertainment landscapes,” Carley continues. “TV is also a place where they sit with their siblings, friends and parents and these times and ‘conversations’ are key for brands.


“Disney has unique experience and heritage in engaging with kids and family audiences by offering stories and characters that win their hearts.”


NOVEMBER 2012


PROGRAMME HIGHLIGHTS FOR 2013: Ones to watch on Disney Channel are A.N.T Farm, which the firm says was the best ever series launch for the channel, plus Austin & Ally, Good Luck Charlie and Shake It Up. Also new for 2013 will be live action comedy series Crash and Bernstein and Dog with a Blog. For Disney Junior, Jake and the Never Land Pirates and Doc McStuffins will be key, alongside homegrown productions Tales of Friendship with Winnie the Pooh and Henry Hugglemonster, plus new animation Sofia the First. On Disney XD, Phineas and Ferb,


Pair of Kings and Kickin’ It, plus new animation Gravity Falls are highlights.


ADVERTISING OPTIONS: “Disneymedia+, the integrated ad sales and promotions arm of Disney, looks at a client’s objectives and can utilise the whole of the Disney portfolio to make these ideas as wide or as targeted as required,” explains Bobi Carley, commercial director. “In terms of media platforms, we look at


everywhere kids are, from mobile, social gaming to our online worlds. These all complement the key TV activity.”


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