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Appeal of a family-oriented network |
Background
A new entrant into the UK satellite / cable collection of channels wanted to build a comprehensive picture of the appeal of their channel and its programming, together with its role within the UK market (it was a well established brand outside the UK)
Objectives
To explore current programming, and ways of tailoring the channel's programming to the UK market.
Approach
Series of group discussions with children and mothers.
Outcome
A number of specific findings were reported in relation to the channel. Children are in multi-channel contexts, so the viewing choices are immense, and therefore, propensity to flick from channel to channel is great. This led to specific recommendations being made in terms of both programme presentation and programme content. Findings were fed into the channel's ongoing strategy for commissioning and supporting programmes within their schedule. Mother-and-child interviews proved a very effective way of exploring the viewer behaviour and choices of very young children.
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Case Studies