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Unformatted text preview: 5/7/09 07/05/2009 11:37:00 News Discovery Kids and Hasbro Partnership o Merger with Discovery kids that hasnt been doing well with the kids audience, and Hasbro which is a toy company o What the issue when a toy company and broadcasting networks are partners? Commercials ALL day for toys? You cant differentiate a toy show and an advertisement o Many policy decisions that have gone into it, you cant advertise to our kids- because they are not really a fair audience Today Kent Redeker o Executive Producer, Higglytown Heroes o Originally called hometown Heroes o Concept-there are 4 kids who are friends with a talking squirrel, have problem they cant solve so they need help from a Higglytown hero- learn about someones job and what they do in the community o Everyone in the community has value, aka Garbage mans job has value as well o Characters designed like the stacking dolls- designed to look like toys o Kids understood, but parents did not understand the kids jumping into each other o Very toy oriented show- help sell to get on the air o Ficher Price came and said we want to make toys out of your show o Never as may toys and merchandising as they thought and hoped, a lot has to do with Disney being reluctant to letting new characters into their world (like Mickey Mouse, Winnie the Pooh, Cinderella, etc.) o Two 11 minute segments and the opening- 30 minute show, dont advertise toys/candy/cereal during preschool block, attention span o Wildbrain- animation company came in and pitched an idea they had the drawings but not a show, that is when Kent and Holly came in and put a storyline to the characters o Season three episode- window washer o Preschool children like repetition, do the same intro song every episode o Cast: Pizza guy, Kip, Wayne, Twinkle, Euby, Squirrel- three boys and one girl because Disney research said girls will watch shows with a lot of boys but boys are less likely to watch shows with a lot of girls, with that said they made the girl a more central character (smarter, more imagination, girly but smart girl) Race- two African American and two Caucasian, and the squirrels function is she is the caretaker/babysitter of the kids and the adult presence o 2D flash animations- cheaper, more simple o 2 or 3 minutes of the 11 minutes- instead of more expensive 3D they have the less expensive 2D o Produced in San Francisco, animation was done overseas in Southeast Asia (Korea) o Core message is that everyone in the community is important o Imitateable behavior- kids doing dangerous things, preschool television...
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This note was uploaded on 11/16/2010 for the course COMM STD Comm 166 taught by Professor Peterson during the Spring '10 term at UCLA.
- Spring '10