Excerpt
In 2014, the preschool cable network Nick Jr. plans to introduce a television show featuring a little boy, his miniature pet dragon and a magic stick.
But the show, “Wallykazam,” will not be new to users of smartphones and tablets. Educational applications built around it will start appearing in app stores late next year, making “Wallykazam” Nickelodeon’s first major show to be introduced as a mobile product first, said Steve Youngwood, Nickelodeon’s executive vice president and general manager for digital media.
Driving the change, at Nickelodeon and other preschool television brands, are parents who are increasingly putting mobile devices into preschoolers’ hands and laps.
According to new research commissioned by Sesame Workshop, producer of PBS’s “Sesame Street,” mobile device ownership is booming as TV set ownership declines. Eighty-eight percent of the parents surveyed said they owned a television, down from 95 percent in 2010.
Twenty-one percent said their children first interacted with “Sesame Street” someplace other than television, with YouTube and PBS.org the top alternative sources. (PBS said separately that its free PBS Kids Video app, which has been downloaded 2.4 million times, reached 120 million streams of PBS Kids shows in November, surpassing 100 million for the first time.)
“On-air does still drive digital,” said Diana Polvere, Sesame Workshop’s vice president for market research, citing the 79 percent of viewers who still come to television first. But given the rapid changes, she said, Sesame’s research will now be conducted every six months instead of every two years.
Nickelodeon’s research, done in April and updated in October, shows striking growth in educational app use. In October, 27 percent of United States households with children ages 3 to 5 had an iPad, up from 22 percent in April. In those households, 40 percent of preschoolers used the iPad for educational apps, up from 27 percent in April.
No comments:
Post a Comment