![]() “We’re looking for overlap between accessible and original ideas.” “So much ‘original’ isn’t accessible, and so much of what’s accessible isn’t original,” she says. ![]() Instead, she’s keen on building out a truly original slate, seeing originality as a way of differentiating the Warner Bros. Pitt says this may take the shape of older-skewing tween dramedies or other ideas that have positive draws for parents and kids.Īs for what it doesn’t need, Pitt says boys six to 11 is well-covered at the moment, but she’s always open to hearing brilliant ideas.įriedman suggests avoiding ideas based on the cadre of Warner IP, as much of that is likely well handled by the two studios (Warner Bros. Girls six to 11 is also an area of growth for the company, and the team is actively hunting for more properties with female leads, as well as branching into live action and mixed-media content.įinally, rounding out the buying needs, WB’s KAYC team is looking for family content to help catch that co-viewing audience, particularly on SVOD. “If you’re looking at dusting off an idea you haven’t seen in a while, what would be the modern take,” she advises. With plans to fill more than hundreds of hours of content for tykes, ideas should still have a bit of that CN flare, while also hitting on at least a few of its pillars of courage, creativity, curiosity and humanity, Pitt says, adding that content should have a modern feel to it. Specifically, the company is actively hunting for preschool ideas that fit into its human-centric learning philosophy, says Adina Pitt, VP/lead content acquisitions, partnerships, and co-pros for the Americas. “You can come to Cartoon as you are,” she says. “We were like, ‘Yes! That’s ownable, differentiated and appropriate for a media company.’”įor preschoolers, this should manifest in content that helps little kids learn who they’re going to be while for older kids, Friedman see their job as helping kids learn to love and accept who they are. “ came to us and said, ‘What I think your brand is about is marching to the beat of your own drum,’” Friedman says. Instead, the team began playing with the idea of a little-talked about strength: elevating original voices. While heartfelt and funny content was table stakes, it wasn’t particularly unique in the kids market, says Friedman. In late summer that same year, with the rebrand already under way, news came down that kids programming for HBO Max was shifting under the KAYC purview, further altering the brand’s strategy, head of kids and family programming Amy Friedman told Kidscreen Summit audiences. ![]() In summer 2020, under the leadership of Tom Ascheim, the Warner Kids, Young Adults and Classics (KAYC) decided that in order to grow beyond its third-place linear ranking, it needed a fresh focus and rebrand. ![]() turns its attention to life beyond linear, the conglom is looking to broaden its reach.Ĭharged with programming for all youth across its linear channels (Cartoon Network, Boomerang) and SVOD platforms (HBO Max), the kids and family team is looking beyond its boys six-to-11 roots in a well-publicized bid to reach girls, preschoolers and families.
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