Interviews with the Top Brass at MIPTV!

We asked some of the top TV animation executives attending the MIPTV market (April 7-11) to share some of their views on today's toon industry and trends with our readers. Here's what they told Animation Magazine:

Vince Commisso, President and CEO, 9 Story Entertainment

What are your views about the health of the TV animation business as we embark on the spring 2008 season?

As with television in general, animation isn't immune to the pressures from other platforms and interactive content. In fact, animation for the 6 – 11 year-old audience is under even more pressure due to the trend towards live-action situation comedies with young leads. With this, the focus for producers on making the most compelling animated content possible is sharper than ever, requiring producers to become very selective, bringing only those shows to market that have a chance to break through and resonate with audiences all over the world. So, a higher standard has been set for producing a successful animated television show, but the audience benefits from the production community being aware of that standard and striving for it with any show they bring to market.

Do you see any dominant trends as far as production styles or themes/content in the children's TV business?

I don't think we can ignore the impact the live-action sitcoms have had on children's television. The demographic for animation has been pushed down. In the past, the 9 – 14 demographic was one that animation producers went after. Today, the very top end is 12 year olds, though 6 – 11 is usually the high end of the age range. CGI seems to work well for preschoolers, but not for audiences any older than that.

What percentage of your animated content is completely CG?

None currently in production. About 10 percent of our development slate is CG.

What would you say is the toughest part of the global animation market today?

The hardest part is securing the financing necessary to produce a quality animated series. Not impossible, just very difficult. The very successful shows today are usually above market in regards to budget and schedule/production time. In order to produce something that meets the quality level of the best ones out there, a tremendous amount of international broadcast support , as well as domestic backing, has to be there even before production starts. Then, it's up to the producer to execute. And even then, when there is the support and the producer does a good job in execution, there is no guarantee; the viewers call the shots in the end.

Although kids are watching less TV than before, this trend hasn't directly translated to more revenues for multi-platform and/or mobile content producers. What's your take on this?

TV is less interesting to kids today. Once, not too long ago, kids' socializing on the playground had a great deal of its basis on what they all saw on television the night before. If you didn't see the premiere of some show that everyone saw the night before you were left behind. Today, that socializing takes place online, with playgrounds replaced by Instant Messaging, social network websites, or text messages on mobile phones, and the traditional half-hour television show replaced by short content of any sort on YouTube. Technology has allowed more and more content consumption to be immediate, selected, and as a result of a one-to-one relationship between the presenter/platform and the audience, as opposed to the one-to-many relationship typical of television viewing. The impulsive nature of this activity makes it difficult to capture and, therefore, monetize.

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