Toonz Media Group, the world’s leading creator of premium entertainment content for children and families around the world, has succeeded in becoming a major global player. With a new international team, the company participated in the Annecy International Animation Film Festival and the MIFA market, to present an important lineup of content for its clients.
Prensario spoke with Bruno Zarka and Rathan Sam George from Toonz Media Group about their participation in the market. ‘It’s been quite some time since I’ve attended an event like this. It used to seem more like a creative marketplace. Now, things have changed significantly. Today’s market has become a mix of business and creativity. Technology has radically changed the way we produce and consume content’ commented Rathan Sam George.
The president of global productions said that streaming platforms like Netflix and YouTube are revolutionizing the industry: ‘About ten years ago, broadcasters were the gatekeepers. Now, almost anyone can create content and find an audience directly. This change changes the dynamics when negotiating with traditional broadcasters, as digital success can give you a stronger negotiating position’.
On the role of technology, particularly AI, in production today, Rathan Sam George added: ‘AI is changing everything. AI can take over a lot of the design work. It’s a double-edged sword; it’s great for cost savings, but it also raises questions about job displacement. The industry is shifting toward generalists rather than specialists. We need people who can perform multiple roles. This versatility ensures that people remain valuable even when specific tasks are automated’.
On the type of content Toonz Media Group is focused on, Bruno Zarka said: ‘We are especially interested in unique stories for preschoolers. Despite the abundance of preschool content, only a few, like «Peppa Pig» or «Paw Patrol,» really stand out and become household names. We look for that unique storyline and visual appeal to distinguish our projects’.
According to the president of tv distribution and co-production, the industry has suffered a slowdown in recent years, with overall commission declines of up to 70%. However, IP-based content and segments driven by social media and streaming platforms are thriving. ‘We have formed alliances, such as our partnership with Driver Studio. This collaboration aims to leverage the YouTube ecosystem and social networks. We are launching new projects using sophisticated animations adapted to digital platforms’ added Zarka.
‘We are investing heavily in R&D to develop faster and more cost-effective production methods. At the same time, we are focusing on training our staff to be versatile and adaptable. We risk being left behind if we are not prepared for these technological changes’ said Rathan Sam George.
