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"TV is still the main reference, but kids are looking for their favourite content on all screens"



Children increasingly access their favourite content from more screens, but this is not affecting the consumption of television, which continues to grow. For this reason, Domingo Corral, General Director of Turner in Spain, believes that entertainment will remain as the main source of entertainment properties, as well as a fundamental tool for "socialization and identity-building."

What are the main trends in licensing aimed at children?

Humour is one of them and it may be accompanied by other values ​​such as adventure or action. It connects to both genders and covers a very wide range of ages. Our own series, such as Adventure Time and The Amazing World of Gumball, are clear examples of this growing trend. These are series that since their premiere in the Boing channel, have not ceased to increase their audience. For Adventure Time, this success has been extended to the field of licensing and, in fact, toys soon were sold out in many stores. At the same time, the number of fans of the series in social networks is growing. This is showing us that the target of Adventure Time is very wide, so its potential development is well above properties of other television series.

Do you think that children will access increasingly content via computers, phones and tablets? How could this affect the audiovisual sector? And the licensing industry?
It is something that is already happening and will increase in the future. TV is still the main reference, but kids are looking for their favourite content on all screens. But what is really surprising is that the increase in digital consumption is not reducing TV consumption. On the contrary. Spanish children watch TV eleven more minutes on average each day compared to three years ago. TV remains, therefore, as the main platform of consumption, the one that makes contents known, but at the same time, children want to be able to access those shows from any media. This will positively influence the development of licenses, as the more present these contents are in the kid's life, the more potential they will have in consumer products.

How does Turner manage this growing consumption of content via Internet?
In Turner we have websites like Cartoon Network, Cartoonito and various applications. We consider our online platform another distribution platform. In addition, consumption of our content is produced in parallel and, indeed, our most successful programs on TV are also the most successful in digital environments. In regard to internal management, our production, content purchasing and programming teams work parallel to linear and online channels, taking advantage of synergies between the two media, and at the same time, being aware of the singularities of each one of them. In the case of our online platforms we offer, for example, a lot of interactivity with constant updating of games and activities.

We know that, given their fast technical development, digital platforms will require us all a constant adaptability.

Will entertainment remain as the main source of properties in the near future?

Yes, of course. Entertainment is key in the life of any person, regardless of his age, and in the case of children and young people is also a key element of socialization and identity creation. A child or young person who wears an Adventure Time sweater is showing who he is and who he wants to be: someone maverick, fun... Licensed products related to entertainment content are very important as they allow younger people to reflect tastes and preferences in a time when they need to be reasserted.

In this sense, licenses and content will continue to go hand in hand and accepting feedback. Obviously, the success of a series or a film affects sales of its products, but the opposite phenomenon also occurs, ie that the success of a license influences the success of that series, and, indeed, the contents that have longer life are those associated with successful licenses. This shift is demonstrated by the fact that traditionally creative content companies have entered into the licensing business while toy makers, for example, also produce their own series associated with their brands... On the other hand, the licensed products themselves are very powerful marketing tools.

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