Kids and Web – New Challenges for Broadcasters
28 participants from different ABU organizations attended the ABU/AIBD/IPPTAR/NRK Regional Workshop on “Kids and Web – New Challenges for Broadcasters” dealing with online content, which took place from 4 to 6 July 2013 in Kuala Lumpur, Malaysia within the ABU Children’s TV Programme Item-exchange.
28 participants from different ABU organizations attended the ABU/AIBD/IPPTAR/NRK Regional Workshop on “Kids and Web – New Challenges for Broadcasters” dealing with online content, which took place from 4 to 6 July 2013 in Kuala Lumpur, Malaysia within the ABU Children’s TV Programme Item-exchange.
Besides the presentation of the current situation in various parts of the world they also work in groups to develop name, front-page and specific content for the web – that was pitched for the plenary.
It was used great ingenuity to the solution of the tasks – and many new ideas were put on the table.
Within a few years, members of ABU and AIBD will be forced to concentrate more on web distribution for children – unless children to drop the national television and websites and only apply to the major international commercial children’s channels.
If we look into the media-world for children – there is a war going on – a digital war. They are fighting for the children’s soul and the money – because they are the future. Every country should take care of there own culture and languish. If you’re not there for your children – others will be there.
The new area of focus has been online distribution – website for children. Norway has a highly developed economy, technology and Internet penetration.
Norway is in the front – and gives an idea of how the future will be – also in other parts of the world, as the economy develops – especially as in Asia.
In Norway, 97% of homes with children have access to the Internet at a speed of more than 12 Mb/s. 25% have a fiber connection- providing a speed of between 25 to 400 Mb/s. Mobile networks are developed with either 3G or 4G.
In other words – there are good conditions for watching TV on computer, tablet or mobile.
Of the 10 to 12 year olds have 98% own mobile phones – 60% have a Smart Phone.
In the group 6-9 years 43% have a phone – 3-5 years group 20 %.
74 % of children have access to tablets.
In Norway children spend 2 1/2 hour daily on use on Media – figures from 2011
In 2011 still most time on television – but it is changing rapidly.
In 2013 it looks like the viewing on Internet will rise to 20% of the time used on media – and TV decrease to 40 %.
The ratio between online seeing is:
In 2008 NRK (Norwegian Broadcasting Corporation) started a Children’s Channel – NRK Super.
The increasing of international commercial channels made that we wanted a national channel, in order to protect the language and culture.
Norway is a small country with 5 million inhabitants, but has nevertheless invested USD 35 million – yearly – in the project. NRK Super has a staff of 160 – who produce children’s program. Approximately 10% of the resources go to online operations (US 3.5 million).
A project aimed specifically at girls of 9 – 12 years make online drama of every weekday – at the end of the week cut this together for an episode airing on TV. The numbers visiting the website shows that almost 100% of audiences are watching daily.
In a 2 1/2 year period they produced 700 items – which was seen a total of 70 million times. Not bad when the target group consists of a total of approx. 120, 000 girls.
The strong focus on online content makes Norwegian children seek NRK Super sites as much as YouTube.
So when you focusing you can see results!
By Mr Kalle Fürst, Consultant for NRK and Director of Fürst & Far Film and Fjernsyn
