Toddler TV is booming in Asia. New channels dedicated to pre-schoolers are springing up. English-language kids channels are popular with parents who want their kids to learn English. Locally produced programming for the genre is increasing. Content is finding new distribution platforms in IPTV, especially in Korea, and Video-on-Demand. And the merchandising business is being driven by new brands and campaigns.

Fox International Channels' Baby TV already airs in Japan, Hong Kong and Cambodia and will continue to roll out in the region. BabyFirstTV will debut in Asia later this year. BBC Worldwide's CBeebies has launched in India as a precursor to its expansion throughout Asia.

"The market is buoyant and growing. We expect to significantly increase our presence in this region. There are a number of new players coming into the region and this can only be good news for rights owners," says Chloé van den Berg, Director of International (excl. USA), Entertainment Rights.

From a licensing perspective, Indra Suharjono, SVP, Nickelodeon Viacom Consumer Products – Asia, notes: "Preschool properties are a booming business and will continue to grow through the years with the introduction of new characters and innovative products that kids love and parents approve of." In Japan, Nick Jr's Blue's Clues is being re-launched in September in a co-branded venture with Hello Kitty.

BabyFirstTV is finalizing numerous partnerships to roll out the channel across Asia in 2007 and 2008, according to Executive Vice-President Sharon Rechter. The channel will be customized for each market. "The BabyFirst difference is the commitment to localizing the channel for our international partners," Rechter explains. "We achieve this in a number of ways: By localizing the content itself to ensure that the Asian culture and cultural values are completely reflected and upheld; by working closely with renowned local child development experts as advisory board members; and by securing cross-marketing partnerships with local businesses as we achieved working with such major national retailers in the US with WalMart and Babies 'R Us.

"Our Asian media partners appreciate the focus BabyFirst is placing on ensuring the localization of content while maintaining the colour-coded programming guide that informs parents about the educational value of each segment with a unique colour-coded system."

BabyTV is being screened in English or bilingual, depending on the demands of each market. In Hong Kong, where it airs on now broadband TV, the channel is in English as a tool for parents to teach English to their offspring, while on Indovision in Indonesia it's in English and Bahasa. "We are seriously looking into localization and local contents where there are demands from the consumers and the platforms/operators," says Zubin Gandevia, Managing Director and EVP of Fox International Channels Asia.

BBC Worldwide has no qualms about securing distribution for CBeebies despite facing increasing competition for the eyeballs of toddlers and their parents.

"CBeebies is targeted at 0 - 6 year olds and is distinctive from competitors not only as it appeals to this wider preschool audience, but also through the quality, interactivity and variety of programming," says a spokesperson. "CBeebies is a unique proposition. The channel is advertisement-free, safe, reliable and trustworthy, supporting the BBC's values perfectly - it informs, educates and entertains preschool children. CBeebies' programmes aim to aid a child's pre-school development needs, guiding children through those first steps before formal education begins."

There will be local acquisitions and commissions in some markets to supplement core programmes such as The Roly Mo Show, Bill and Ben, Tweenies, Tikkabilla, Big Cook Little Cook and Boogie Beebies.

China is opening its doors to more Western programming for the pre-school demo. Entertainment Rights' Postman Pat will launch in China in late 2007 after CCTV licensed all 80 x 15 minute episodes for its children's block CCTV-kids, and Entertainment Rights is discussing consumer products deals with a couple of agents in China.

DIC Entertainment has licensed the Strawberry Shortcake series to Guangzhou Beauty, a packager of TV and home entertainment. "It's currently going through censorship and we hope for it to hit TV by the end of the year or early next," says Ryan Gagerman, DIC Entertainment Vice President and Regional Manager of Asia Pacific. Gagerman also sold the series to Korean IPTV service C4U.

DIC's other major preschool brand is Madeline, which targets girls aged 3- 6. "DIC has continued to support this franchise with new programming," says Gagerman. "We will be offering a new video later this year as well as launching a limited merchandising campaign throughout the region. We have licensing and merchandising agreements in place for both Strawberry Shortcake and Madeline throughout Asia. Our licensing programs are developed in conjunction with our series to extend the on-air experience and foster imagination and play."

Cartoon Network's pre-school block Tiny TV, which features shows aimed at familiarizing toddlers with concepts such as cooperation, sibling rivalry, positive attitude, importance of friends and family and etiquette, has enjoyed success in the region since it launched in India, presented in English and Hindi, in 2003.

"We have rolled out Tiny TV on our other channels in local languages such as in Taiwan (Shiao Shiao TV = Little TV in Mandarin) and Korea (Goma TV = Little TV in Korean). Tiny TV is also bilingual in English and Thai in Thailand from the panregional South East Asia Cartoon Network and can be seen in Australia on (cartoon channel) Boomerang," says Mark Eyers, Director, Program Scheduling and Presentation, Turner Entertainment Networks Asia.

In a first for kids' TV in India, Cartoon Network and Pogo partnered with Sesame Workshop and Miditech to produce Galli Galli Sim Sim, promoting education and development for two to eight year-olds and their care givers, which premiered in 2006. November 2006 saw the launch of Galli Galli Sim Sim merchandise, a range of apparel, publishing, plush and home furnishing centred on characters such as Elmo, Biscuit Badshah, Bharat and Ernie. In 2007, CNE partnered with Liliput, Euro Kids, Scholastic, Mattel and Portico to bring out Galli Galli Sim Sim branded products across several other categories including books, which are available across retail chains.

"From experience with our other original shows on the channel, the success of merchandise can primarily be derived from the success of the programming," Eyers says. "When a series is highly successful and longrunning, the merchandise should enjoy the same success, as in the case of The Powerpuff Girls for example. Perhaps the biggest difference in terms of merchandising though is that, with the pre-school genre, parents hold the spending power for this demographic and will likely spend more on branded products, toys and educational tools when their children are at this age."

Over at Disney, Playhouse Disney Channel showcases new, original characters and classic Disney favourites for ages 2-5. While designed for pre-schoolers, the learning-based programming invites co-viewing with parents, grandparents and caregivers. All programming is guided by a "Whole Child Curriculum" philosophy that suggests intelligence and learning go far beyond verbal and quantitative skills like memorizing the alphabet and learning to count.

There are two dedicated feeds, one to Southeast Asia, the other to Australia/New Zealand, covering 12 markets and broadcasting in eight local languages. The channel is getting an entirely new look and feel and new hosts in puppet monkeys Ooh and Aah. Ooh, the refined blue monkey, loves to read and listen to classical music. Aah, the lively red monkey, loves to dance and play. The brothers will encourage viewers to play along in games such as 'Crystal Coconut,' 'Guess Ooh' and their own game show, 'What's That Banana?'

The original programming includes Handy Manny, an animated series that emphasizes the social skills that pre-schoolers need to develop as they take the first step to becoming part of their communities; Mickey Mouse Clubhouse, which focuses on analytical thinking and problemsolving skills; Little Einsteins, which takes young viewers on global adventures that introduce them to nature, world cultures and enjoyment of the arts; and JoJo's Circus, a music-filled animated series. New series for 2007 include My Friends Tigger & Pooh and Johnny and the Sprites.

Acquired programming includes The Wiggles, The Doodlebops and Charlie & Lola.

Mickey Mouse Clubhouse ranks No. 1 in its timeslot among cable channels in the region, and in Taiwan and Australia, it's the top show among all TV channels, including the free-to-airs.

Bonny Yu, Vice President of Programming, Walt Disney Television International (Asia Pacific), says the firm is exploring opportunities for digital distribution of Playhouse Disney programming on platforms including SVOD, IPTV and mobile TV, in most key markets including Taiwan, Singapore, Hong Kong and Australia.

At Nickleodeon, Dora the Explorer is a common denominator as one of the channel's most watched shows across Asia, but there are interesting local variations: Go, Diego, Go is popular in Southeast Asia, while Lazy Town and Backyardigan are strong in Korea. Ed Wells, VP/ GM, Nickelodeon Japan, says most pre-school content on free TV is short form, while the majority on pay channels such as Nickelodeon is long-form, 30-minute shows. Nick's Japanese channel airs on four IPTV platforms: IPTV, BBTV, 4th MEDIA and Hikari One. "With the growing importance and focus on early (English) education, the pre-school market appears to be growing. Kids channels with pre-school targeted programming such as Nickelodeon are increasing their focus on pre-school blocks," adds Wells.

In Australia, Dora the Explorer is the market's No. 1 pre-school brand for girls, and sales have exceeded 2 million units. "We have licensed partners across all categories including apparel, stationery, gifts, toys, healthy food products, home furnishings, publishing, electronics, gaming, and software, and this is just the beginning," says Suharjono. Jae Sang Hwang, Director, Nick Marketing and Communications, MTV Networks Korea, notes: "Most kids channels have a preschool block in Korea. Pre-school programming market is expected to grow because parents want to give the best educational and the most suitable content to their kids."

TV Loonland plans to enter the licensing and merchandising business in Asia. "With titles such as Little Princess, which is now a global phenomenon, sold into over 100 countries, and has various licensees in place including a master toy licence, we are very much looking to exploit these rights in this region," says Senior Sales Manager Joss Duffield. As for her approach to placing programming, Duffield says, "To maximize revenue and exposure, ideally you want placement on a dedicated kids channel such as the Disney Channel and then on the major terrestrial channels in each territory. In certain Asian markets pre-school is stable and a steady grower, in terms of suitable programming in our catalogue. The arrival of the 'Baby Channels' entering this region would be an excellent opportunity for TV Loonland." Alliance Atlantis Communications' stand-out title is stop-motion animated series Lunar Jim which has sold to more than 130 territories worldwide, including Thailand (UBC), Taiwan (YOYO TV), Indonesia (Nickelodeon), India (Hungama), Australia (ABC) and New Zealand (TV3), with further deals closing.

Fisher-Price is the worldwide master toy licensee for Lunar Jim and product normally begins rolling out 6-12 months after the series' broadcast premiere in each market, so the broadcast property gains traction with viewers first.

"The market is definitely growing as there are numerous new pre-school-focused channels launching in the region and broadcasters are also ensuring good quality pre-school programming finds its way onto their schedules," says Nicole Sinclair, Sales Manager, Alliance Atlantis Communications.

Among HIT Entertainment's most popular brands are Thomas & Friends, Barney & Friends and Bob the Builder. HIT has been involved in consumer products licensing in Asia for 10 years and "we have grown our business significantly," says HIT VP Asia Antonio (Nokky) Huab. "More Asian channels are developing their own children's channels. In markets like Korea and India, there is a very big consumer group for the preschool programming area."

Apart from Postman Pat, Entertainment Rights' best selling pre-school programmes include Rupert The Bear, Finley the Fire Engine, Little Red Tractor and Jim Jam & Sunny. "Licensing is core to our overall strategic plan for extending our core pre-school properties outside of TV," says van den Berg. "At Entertainment Rights we are focused on delivering strategic roll out for our brands across multiple platforms and we are ideally placed to extend and exploit our diverse portfolio across all forms of media, TV, licensing and merchandising, digital media, music, live events, gaming and home entertainment."

As for new distribution models, she says: "We see IPTV as having huge growth potential for Entertainment Rights across Asia and we are in talks with a number of operators especially in South Korea." Excited about the prospect of VOD, she adds, "Children more so than any other demographic tend to watch television time and time again as we all know. The ability for such high repetition is ideal, making it the perfect opportunity to extend the brands to other platforms such as VoD."

Alliance Atlantis is similarly enthused about emerging platforms. "Children's programming definitely lends itself to VoD and IPTV. We are currently exploring all platforms with international broadcasters," says Sinclair.

Nickelodeon Japan's Wells says there's no VoD for pre-school programming in Japan yet but he observes, "We are open to this service as we believe there is considerable opportunity for VoD success of English educational shows such as Dora the Explorer or Blue's Clues, which parents want to purchase to give their children a head start, while also having fun. This is the Play to Learn philosophy."

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