Focusing on trends in children’s audiences, Jonathan Watson, product director of The Insights Family, explained in a session some points to take into account when creating content for children’s TV in 2022.
‘I think we are experiencing a paradigm shift in terms of thematic within content for children and tweens’, Watson said in the session during the last day of MIPTV 2022. ‘As children are maturing faster and faster, we feel that we had to rule out age as any precise indicator of taste in programming’.
The executive said that the creators that there are to extend the types of personalities within the content for children today, so today we must take into account the explorer, the talker, the positive person and the sensitive, ensuring that the production companies seek to ‘normalize more emotions in the contents. We use those groupings as a lens to see how different groups adhere to different programs and forms of programming’, he said, and emphasized that ‘you have to start seeing the child as a person with a mixture of different emotions and non-static cultural factors. There is no average child’. ‘We can pinpoint certain traits that typify today’s children. They are curious, value independence, love innovation, and are emotionally motivated, loyal, tactile, and friendly. This is subject to regional variations and starts to change when they start to be pre-teens and teens’, Watson concluded.
