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| Ecco l'intervista in inglese a Luana Perrero di Rainbow Srl. L'intervista è stata fatta da TvKids.
TREND-SPOTTING WITH RAINBOW'S LUANA PERRERO!
NEW YORK: Luana Perrero, the TV sales manager at Rainbow S.r.l., shares with TV Kids her view of the current kids’ marketplace and what trends she’s seeing in children’s programming.
TV KIDS: What’s your view on the current state of the kids’ market?
PERRERO: The landscape is healthy and expanding, but as well as TV content you need a 360-degree transmedia approach to maximize revenues. The new-media sector especially is growing, and buyers are buying again but the budgets of traditional players are tight and they are cherry-picking only the best products with proven success. We cater to this approach, but also to the new players that are approaching us with bold strategies.
TV KIDS: What are the greatest challenges facing the kids’ programming industry?
PERRERO: As far as programming is concerned, in some cases kids' blocks are shrinking or disappearing, but also new channels are popping up and new ways of consumption are bringing brands closer to our audience. Challenges also bring new opportunities, so it is a matter of anticipating change and moving with it.
TV KIDS: What are the greatest opportunities in the marketplace today?
PERRERO: For brands like ours, Winx Club and Huntik in particular, there is the opportunity to have content available across all platforms and thus build greater recognition.
TV KIDS: What is it that broadcasters are looking for nowadays in kids’ programming?
PERRERO: Comedy, CGI, gender-neutral and STRONG shows.
TV KIDS: What types of channels do you do the majority of your business with?
PERRERO: Rainbow has very good relations with all major players within each of the 150 countries where we distribute our series. In particular, the special relationship with Nickelodeon on the latest series of Winx Club has seen them become our pay-TV partner across the world.
TV KIDS: In what territories have sales been strongest as of late?
PERRERO: Kids’ programming sells well everywhere and demands vary. For example, there are countries where CGI is now a must, but different areas being in different stages of development brings different opportunities. There are countries that have strict rules and protectionism that are more difficult to reach. This is a push to work with co-productions, but of course it would be great if we could all play the game by the same rules!
TV KIDS: What trends do you see emerging?
PERRERO: There will be less TV as there will be more content online and through tablets and phones; even when watching TV kids are doing other things. We take note of these different methods of consumption and have structured our portfolio to cover all of them and thus be close to kids with our brands.
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