ViacomCBS and EU40 Present Joint Event on the Topic of 'Reflecting Me: How Can the AV Sector Support the EU’s Diversity and Inclusion Agenda?'

The Feb. 10, 4 p.m. event will draw on findings from the ViacomCBS research project "Reflecting Me: Global Representation On Screen"

New York/London/Berlin, February 9, 2022 – ViacomCBS Government Affairs and EU40, the network of young Members of the European Parliament (MEPs), are co-hosting the event "REFLECTING ME: HOW CAN THE AV SECTOR SUPPORT THE EU'S DIVERSITY AND INCLUSION AGENDA?" on February 10th. As part of this virtual event, the ViacomCBS Global Insights study "Reflecting Me: Global Representation On Screen" will provide the framework for a debate between four high-level panelists on ways to improve diversity and representation in media. To register for the event, visit https://cbs.zoom.us/webinar/register/WN_TNyy9YZNT7GTY9BTp-6K-g.

The participants are:

• Evin Incir MEP, Co-Chair of the Anti-Racism and Diversity Intergroup in the European Parliament and member of the LGBTI Intergroup
• Michaela Moua, EU Anti-Racism Coordinator, European Commission
• Nataly Kudiabor, Executive Producer, UFA
• Susanne Schildknecht, Senior Vice President, MTV Entertainment Brands, ViacomCBS Networks International

Dan Sobovitz, digital storyteller and founder of spreadable.io, will moderate.

"We know that representation, at its best, can help improve the lives of people around the world," said Christian Kurz, senior vice president, global streaming and corporate insights at ViacomCBS and leader of the team responsible for the Reflecting Me study. "Not only do we have a responsibility to drive change within our industry, but we can also be a catalyst for positive change in society around the world."

Alessandro Da Rold, Executive Director of EU40, explains: “Our work focuses on making European voices heard and connecting communities and stakeholders. We know that making sure people are seen and heard leads to inspiration and change. The report shows that diversity and representation on screen and television matter and should be part of the discussion.”

More information on Reflecting Me: Global Representation On Screen*

The study examines in depth how media and entertainment teaches people about themselves and others. Representation is an important issue for viewers around the world. More than 80 percent of respondents say more needs to be done to improve representation both on and off screen. Also, there is a broad consensus that representation affects the real world by influencing how people perceive it. 85 percent of respondents agreed. Respondents who feel poorly represented say it's not only because there isn't enough people like them on screen, but also because of the way their communities are represented: more than half (52%) of those who feel poorly represented say there is a lack of due diligence.

Further results of the study:

Representation matters to viewers around the world. In fact, viewers are demanding that more be done to improve representation, both on screen and behind the scenes.

• More than 80 percent of people around the world think it is important for television shows and films to represent many different groups and identities
• The figure is as high as 85 percent for people of mixed heritage, and nearly 90 percent or more for marginalized ethnic groups.

Around the world, most people agree that change is needed.

• Almost 80 percent think there is a need for more diversity in TV shows and films.
• For people who see themselves as part of an underrepresented group, it is even more than 80 percent.
• Only half of the world's people are satisfied with the current level of representation in TV shows and films.

Viewers value authenticity and diversity equally when it comes to on-screen representation.

• More than half of the world's people believe that certain groups and identities should be portrayed more authentically in TV shows and films.

The study was commissioned by ViacomCBS Networks International's Race and Equity Taskforce as part of ViacomCBS' global Content for Change initiative, which aims to counter racism, bias, stereotypes and hate through corporate culture, production partners and ultimately the content ViacomCBS creates.  For more information about the Reflecting Me: Global Representation On Screen study, visit insights.ViacomCBS.com. 

*About the study: Global survey of a total of 15,387 people aged 13-49 in 15 countries (Argentina, Australia, Brazil, Chile, Germany, Italy, Malaysia, Mexico, Netherlands, Nigeria, Poland, Singapore, South Africa, United Kingdom, USA) as well as remote video interviews in 7 countries with people with different personal backgrounds and identities.

Dan Sobovitz

Evin Incir

Michaela Moua

Nataly Kudiabor

Susanne Schildknecht

Official ViacomCBS Networks GSA (Germany, Switzerland and Austria) press release:

ViacomCBS und EU40 präsentieren gemeinsame Veranstaltung zum Thema “Reflecting Me: How can the AV sector support the EU’s Diversity and Inclusion Agenda?”

Die Veranstaltung am 10. Februar, 16 Uhr, greift Ergebnisse des ViacomCBS-Forschungsprojekts "Reflecting Me: Global Representation On Screen" auf

Registrierung für die Veranstaltung

New York/London/Berlin, 9. Februar 2022 – ViacomCBS Government Affairs und EU40, das Netzwerk junger Abgeordneter des Europäischen Parlaments, sind gemeinsam Gastgeber der Veranstaltung "REFLECTING ME: HOW CAN THE AV SECTOR SUPPORT THE EU'S DIVERSITY AND INCLUSION AGENDA?" am 10. Februar. Im Rahmen dieser virtuellen Veranstaltung wird die ViacomCBS Global Insights Studie "Reflecting Me: Global Representation On Screen" den Rahmen für eine Debatte zwischen vier hochrangigen Diskussionsteilnehmer*innen über Möglichkeiten zur Verbesserung von Vielfalt und Repräsentation in den Medien bilden.

Die Teilnehmer*innen sind:

• Evin Incir, MdEP, Ko-Vorsitzende der interfraktionellen Arbeitsgruppe für Antirassismus und Vielfalt im Europäischen Parlament und Mitglied der interfraktionellen Arbeitsgruppe für LGBTI
• Michaela Moua, EU-Koordinatorin für Antirassismus, Europäische Kommission
• Nataly Kudiabor, Executive Producer, UFA
• Susanne Schildknecht, Senior Vice President, MTV Entertainment Brands, ViacomCBS Networks International

Moderieren wird Dan Sobovitz, Digital Storyteller und Gründer von spreadable.io.

„Wir wissen, dass Repräsentation im besten Sinne einen Beitrag dazu leisten kann, das Leben von Menschen weltweit zu verbessern“, so Christian Kurz, Senior Vice President, Global Streaming and Corporate Insights bei ViacomCBS und Leiter des Teams, das für das Projekt Reflecting Me verantwortlich ist. „Wir tragen nicht nur Verantwortung dafür, den Wandel innerhalb unserer Branche voranzutreiben, sondern können auch Impulsgeber für positiven Wandel in der Gesellschaft weltweit sein.“

Alessandro Da Rold, Geschäftsführer von EU40, erklärt: „Unsere Arbeit konzentriert sich darauf, jungen Stimmen in Europa Gehör zu verschaffen und Gemeinschaften und Interessengruppen zu verbinden. Wir wissen, dass es zu Inspiration und Veränderung führt, wenn wir sicherstellen, dass Menschen gesehen und gehört werden. Der Bericht zeigt, dass Vielfalt und Repräsentation auf der Leinwand und im Fernsehen eine wichtige Rolle spielen und Teil der Diskussion sein sollten.“

Mehr Informationen zu Reflecting Me: Global Representation On Screen*

Die Studie untersucht eingehend, wie Medien und Unterhaltung den Menschen etwas über sich selbst und andere vermitteln. Repräsentation ist für Zuschauer auf der ganzen Welt ein wichtiges Thema. Mehr als 80 Prozent der Befragten fordern, dass mehr getan werden muss, um Repräsentation sowohl auf dem Bildschirm als auch außerhalb zu verbessern. Außerdem herrscht weitgehend Einigkeit darüber, dass Repräsentation einen Einfluss auf die reale Welt hat, indem sie die Wahrnehmung der Menschen beeinflusst. 85 Prozent der Befragten stimmten dem zu. Befragte, die sich schlecht repräsentiert fühlen, geben an, dass dies nicht nur darauf zurückzuführen ist, dass nicht genügend Menschen wie sie auf dem Bildschirm zu sehen sind, sondern auch auf die Art und Weise, wie ihre Communities dargestellt werden: Mehr als die Hälfte (52 %) der Befragten, die sich schlecht repräsentiert fühlen, geben an, dass es hier an Sorgfalt mangelt.

Weitere Ergebnisse der Studie:

Repräsentation ist Zuschauern auf der ganzen Welt wichtig. Tatsächlich fordern die Zuschauer, dass mehr getan wird, um Repräsentation zu verbessern, sowohl auf dem Bildschirm als auch hinter den Kulissen.

• Mehr als 80 Prozent der Menschen weltweit halten es für wichtig, dass in Fernsehsendungen und Filmen viele verschiedene Gruppen und Identitäten repräsentiert werden
• Bei Menschen mit gemischter Herkunft sind es sogar 85 Prozent, bei ethnischen Randgruppen fast 90 Prozent oder mehr.

Weltweit sind sich die meisten Menschen einig, dass ein Wandel notwendig ist.

Fast 80 Prozent sind der Meinung, dass mehr Vielfalt in Fernsehsendungen und Filmen notwendig ist.

Bei Menschen, die sich selbst als Teil einer unterrepräsentierten Gruppe betrachten, sind es sogar mehr als 80 Prozent.

Nur die Hälfte der Menschen weltweit ist mit dem derzeitigen Grad der Repräsentation in Fernsehsendungen und Filmen zufrieden.

Die Zuschauer legen gleichermaßen Wert auf Authentizität und Vielfalt, wenn es um Repräsentation auf dem Bildschirm geht.

• Mehr als die Hälfte der Menschen weltweit ist der Meinung, dass bestimmte Gruppen und Identitäten in Fernsehsendungen und Filmen authentischer dargestellt werden sollen.

Die Studie wurde von ViacomCBS Networks Internationals Race and Equity Taskforce als Teil der globalen ViacomCBS-Initiative Content for Change in Auftrag gegeben, die darauf abzielt, Rassismus, Bias, Stereotypen und Hass durch die Unternehmenskultur, die Produktionspartner und letztlich die von ViacomCBS geschaffenen Inhalte entgegenzuwirken.  Weitere Informationen über die Studie Reflecting Me: Global Representation On Screen finden Sie unter insights.ViacomCBS.com. 

*Informationen zur Studie: Weltweite Befragung von insgesamt 15387 Personen im Alter von 13 bis 49 Jahren in 15 Ländern (Argentinien, Australien, Brasilien, Chile, Deutschland, Italien, Malaysia, Mexiko, Niederlande, Nigeria, Polen, Singapur, Südafrika, Vereinigtes Königreich, USA) sowie Video-Ferninterviews in 7 Ländern mit Personen mit unterschiedlichen persönlichen Hintergründen und Identitäten.

Über ViacomCBS Networks International:

ViacomCBS Networks International (VCNI) ist Teil des globalen Medienunternehmens ViacomCBS. Zum Portfolio gehören MTV, Comedy Central, Nickelodeon, ViacomCBS International Studios, Paramount+ und Pluto TV, sowie andere weltbekannte Entertainment-Marken. Mit innovativen Streaming-Angeboten und digitalen Bewegtbild-Produkten, sowie den linearen TV-Angeboten, erreicht VCNI in Deutschland, Österreich und der Schweiz mehr als 40 Millionen Haushalte und weltweit mehr als 4,3 Milliarden Zuschauer in mehr als 180 Ländern auf fünf Kontinenten. Durch starke Partnerschaften in den Bereichen Consumer Products und Recreation sind die Marken von VCNI außerdem erlebbar auf Events, als Lizenzprodukte und in Freizeitparks. Für mehr aktuelle Informationen zu ViacomCBS Networks International und unseren Marken besuchen Sie unsere Webseite unter viacom.de.

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More Nick: 2022 on Nickelodeon | New Shows, Specials, Events, Movies, Episodes, Games and More!

Originally published: February 10, 2022.

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ViacomCBS Int'l and EU40 Join Forces to Seek Long Term Systemic Action to Support Today's Youth with the Event "Beyond 2020: Global Youth - Voices and Futures"

VIACOMCBS NETWORKS INTERNATIONAL AND EU40 JOIN FORCES TO SEEK LONG TERM SYSTEMIC ACTION TO SUPPORT TODAY’S YOUTH WITH THE EVENT “BEYOND 2020: GLOBAL YOUTH - VOICES AND FUTURES”

In partnership with Euractiv, the event tackles the findings of ViacomCBS Research Study Beyond 2020: Global Youth - Voices & Futures

Moderated by MTV VJ Aminata Belli, and featuring several speakers including young activist Anna Masiello, the virtual event is set to be held on February 2nd at 3PM CET

To watch the event live, register here

January 28, 2021: ViacomCBS Networks International, parent company of MTV, Nickelodeon, Paramount and Comedy Central, and EU40, the Network of young Members of the European Parliament, in partnership with Euractiv, launch digital event BEYOND 2020: GLOBAL YOUTH - VOICES AND FUTURES, a virtual event set to present the findings of the ViacomCBS Global Insights Research Study “Beyond 2020: Global Youth - Voices & Futures”, tackling them by bringing together a variety of high-level speakers.

Moderated by MTV VJ Aminata Belli, the 1-hour event will feature Christian Kurz, Senior Vice President Global Insights, who will present ViacomCBS Global Research Study and its results. Kurz will be joined by Virginijus Sinkevicius, European Commissioner for the Environment, Eva KAILI, Greek Member of the European Parliament, and young activist Anna Masiello, who will represent the voice of youth, providing insights into the impact of 2020 events on young people, and how are they responding to these dramatic events.

Christian Kurz, Senior Vice President, Global Insights, ViacomCBS, commented: “I am really glad that our global research study Beyond 2020: Global Youth - Voices & Futures is now the starting point for an open discussion with young leaders, activists, policy makers and active citizens. This event is a valuable moment not only to explore our key findings, but also to exchange experiences and understand concrete next steps, with the aim to inspire and drive collective action.”  

“One out of three citizens in the European Union is 30 years of age or less, it is pivotal to include their perspective for the future.’’ said Alessandro Da Rold, Managing Director at EU40. “By bridging the gap between the civil society, different organizations and the young politicians of our network, we hope not only to inspire young people to speak up and change their realities, but also gain insights and learn about the numerous virtuous success stories that the youth put together, in times of need”.

Beyond 2020: Global Youth - Voices & Futures is the first global study to explore how the events of 2020 are shaping young people’s plans, beliefs and attitudes for the future. In a global survey of more than 8,000 young people aged 16-24 across 15 countries (Argentina, Australia, Brazil, China, France, Germany, Italy, Mexico, Netherlands, Portugal, Singapore, South Africa, Spain, UK, USA), young adults were asked about many different topics from health, climate change, politics and social issues, to travel, finance and relationships.

The study discovered an active generation who felt deeply impacted by the events of 2020, compelling them to value stability and security more than ever before, while it unearthed some fascinating insights on their resilience, and their strong will to change the future for the better, which will be the focus of the event’s discussions.

Some of the key results of the study, which will inspire conversation during the event, are:

• Youth are ready to take action towards a promising future

- Young people feel a strong sense of responsibility to contribute to the solution and society’s recovery. 55% of global youth saying that they are hopeful about seeing positive changes in the way we live over the next 10 years.

- They also demonstrated a strong sense of realism and consciousness that positive change does not come easy: 70% of respondents felt uncertain about their future, but 76% felt positive about it and 72% believe they “feel prepared to deal with whatever life throws at me”.

- 84% agreed their generation has the potential to change the world for the better.

• Climate change should be high on the world agenda

- A key priority for young people was unsurprisingly the environment and the impact of climate change: the environment was top of the list of the most important priorities for society to work on in the next 10 years for our global 16-24s.

- 72% agree “people will be more likely to choose environmentally friendly vacations”, while 39% agree, “I won't fly due to the impact on the environment”

• Society needs to increase support for mental health

- Young people believe health in general will experience the most long-lasting impact, with 75% of 16-24s globally agreeing that in particular “Mental health will be a major problem for society”.

- 83% agree, there will be more openness and acceptance of mental health issues. Our youth acknowledge the significant and highly serious impact of mental health on individual and collective wellbeing.

Aware of the significant work to be and increasing vulnerability of today’s youth without concrete support systems, ViacomCBS and EU40 remain dedicated to taking forward the important work carried out and, through multi-stakeholder collaboration, to driving positive long term action for the next generations.

For more details on the ‘Beyond 2020: Global Youth - Voices & Futures’ study, please visit insights.ViacomCBS.com.  

To register for the event “Beyond 2020. Global Youth – Voices and Future”, please go to https://events.euractiv.com/event/info/media-partnership-beyond-2020-global-youth-voices-futures

Research details: Global survey of 8,160 young people aged 16-24 across 15 countries (Argentina, Australia, Brazil, China, France, Germany, Italy, Mexico, Netherlands, Portugal, Singapore, South Africa, Spain, UK, USA), together with video interviews in 6 of these countries.

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From EURACTIV:

Beyond 2020: Global Youth – Voices & Futures

TODAY’S YOUTH HAVE BEEN DEEPLY IMPACTED BY 2020 BUT REMAIN RESILIENT, POSITIVE AND COMMITTED TO WORKING TOWARDS A BETTER FUTURE

As the world continues on its path of unparalleled social, political and financial uncertainty, we wonder, what will the future offer the youth of today? Deprived of previous years’ opportunity and seemingly infinite prospects of travel, study and work, what do the young adults of 2020 now dream of? At the same time, as a society we ask ourselves, how can we empower young people to take control of their lives in the face of such disruption? Where do we begin in creating the right support structures to enable the next generations to flourish?

These are the questions that inspired ViacomCBS, parent company of MTV, Nickelodeon, Paramount and Comedy Central, and EU40, the Network of young Members of the European Parliament, to partner and seek long term systemic action, with only one goal:  empower today’s youth.

‘One out of three citizens in the European Union is 30 years of age or less, it is pivotal to include their perspective for the future.’’ said Alessandro Da Rold, Managing Director at EU40. ‘By bridging the gap between the civil society, different organizations and the young politicians of our network, we hope not only to inspire young people to speak up and change their realities, but also gain insights and learn about the numerous virtuous success stories that the youth put together, in times of need’. 

This process began with insights. ViacomCBS launched a global study to discover how the events of 2020 have shaped young people’s plans, beliefs and attitudes for the future: Beyond 2020: Global Youth – Voices & Futures.  Surveying more than 8,000 young people aged 16-24 across 15 countries (Argentina, Australia, Brazil, China, France, Germany, Italy, Mexico, Netherlands, Portugal, Singapore, South Africa, Spain, UK, USA), young adults were asked for input on many different topics from health, climate change, politics and social issues, to travel, finance and relationships. 

Whilst the study discovered a civilly active generation who felt deeply impacted by the events of 2020, compelling them to value stability and security more than ever before, the findings unearthed some fascinating insights on their resilience, and their strong will to change the future for the better. 

Taking action towards a promising future

Young people feel a strong sense of responsibility to contribute to the solution and society’s recovery. Many confirmed to have begun to pivot and take action towards a more promising future, and just over half (55%) of the global youth saying that they are hopeful about seeing positive changes in the way we live over the next 10 years. 

However, young people are not idealistic dreamers. They demonstrated a strong sense of realism and consciousness that positive change does not come easy: 70% of respondents agreed “I feel uncertain about my future”, but more young people feel positive about their future, with 76% replying “I feel positive about my future” and 72% believe they “feel prepared to deal with whatever life throws at me”. Overall, young people are driven and know that they have the potential to make the world a better place, as 84% agreed, “My generation has the potential to change the world for the better”.

Climate change should be high on the world agenda 

Despite all the very important issues and challenges the year 2020 has seen, a key priority for young people remains the environment and the impact of climate change. In fact, when asked what the most important priorities for society to work on in the next 10 years are, the environment was top of the list for our global 16-24s.

But young people are also the strongest Foice fighting globally for a real change in society. From demonstrations to inspiring acts of civism, their individual commitment to contribute to the fight against climate change goes from recycling to being prepared to change travel habits. Three quarters of young people believe that “People will be more likely to choose environmentally friendly vacations” and an astonishing 39% agree, “I won’t fly due to the impact on the environment”. Overall, young people demonstrate once more to be responsible and motivated to positively impact the environment, but feel the need for high-level support from their communities to be able to drive real change.  

Society needs to increase support for mental health

One of the most relevant areas according to the young respondents was mental health. Indeed, this issue no doubt continues to worsen with consecutive lockdowns, especially for young people who long for more freedom and socializing. Young people believe health in general will experience the most long-lasting impact, with 75% of 16-24s globally agreeing that in particular “Mental health will be a major problem for society”. There is also widespread recognition that mental health will increasingly become a priority, as 83% agreed, “There will be more openness and acceptance of mental health issues”. Our youth acknowledge the significant and highly serious impact of mental health on individual and collective wellbeing. 

The study sheds light on the responsible global citizens our youth are today, and highlights that whilst they are driven and hopeful, they need commitment from institutions, industry and general society to feel they can create lasting positive impact. Despite their concern for stability and disrupted plans, the study found a strong sense of conscious optimism and an excited generation to make the most of what comes next.

“Beyond 2020 uncovered key insights into how global youth perspectives and attitudes are shifting as a result of the uncertainty and change we all experienced in 2020,” said Christian Kurz, Senior Vice President, Global Insights. “This is the first step in understanding the topics that mean the most to our youth, which is where we must begin to work together to build a positive society that nurtures their ambitions and priorities.” 

All this is incredibly relevant…Therefore, we couldn’t sit on it! This is why we are tackling these important findings by bringing together a variety of players, during the digital event ‘BEYOND 2020 – Global Youth: voices and futures’ organized by ViacomCBS and EU40 in partnership with Euractiv on 2nd February (register here).  We will be discussing youth’s core issues with politicians and public figures, young activists and changemakers, to explore these key findings, exchange experiences and understand concrete next steps. The virtual event will bring together EU politicians and officials from the European Parliament, European Commission and Council, industry stakeholders, trade associations, NGOs, youth associations, environmental associations, policy think-tanks and consultancies, with the aim to inspire and drive collective action. 

Aware of the significant work to be and increasing vulnerability of today’s youth without concrete support systems, ViacomCBS and EU40 remain dedicated to taking forward the important work carried out and, through multi-stakeholder collaboration, to driving positive long term action for the next generations.

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More Nick: 2021 on Nickelodeon | New Shows, Specials, Podcasts, Events, Movies, Episodes, and More!

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Nickelodeon Australia Unveils Results For 'The Grand Illusion: Being Grandparents in the 21st Century' Study

Original Nickelodeon Australia and New Zealand Press Release:

THE GRAND ILLUSION:

BEING GRANDPARENTS IN THE 21^st CENTURY

NEW STUDY FROM NICKELODEON AUSTRALIA FINDS THAT

SEVENTY-NINE PERCENT OF GRANDPARENTS THINK THEY ARE DOING A GOOD JOB,

BUT IT COMES AT A COST

ONE-THIRD CONTRIBUTE TO THE COSTS OF RAISING THEIR GRANDCHILDREN,

FORTY PERCENT SAY THEY OFTEN MAKE SACRIFICES AND

RETIREES SPEND OVER $400 PER MONTH

Sydney, 7 May 2018 – Nickelodeon Australia, a division of Viacom International Media Networks (VIMN), today unveiled the results of “The Grand Illusion: Being Grandparents in the 21^st Century,” a new study exploring the expanding role grandparents play in today’s family.

With multi-generational households on the rise and the growing costs of childcare leading to more than 800,000 grandparents providing care for their grandchildren each week ¹ *, Nickelodeon conducted a local quantitative study amongst 1,000 Australian 55 to 75 year-old grandparents with grandchildren aged 0-17 in April 2018. The study shows that 88 percent of grandparents say family is their number one priority and overwhelmingly agree it’s important to provide support and guidance, pass down family and cultural traditions, and teach their grandchildren life skills. However, the support they provide comes at a cost.

One-third of all grandparents contribute to the costs of raising their grandchildren, leaping to three-quarters among those who provide care on a daily basis. Retired grandparents spend the most per month on their grandchildren (an average of $402.40) with money mostly going toward presents, food and drink, clothes, toys and day trips. Forty percent say they make sacrifices to provide care for their grandchildren and twenty percent say it can be a financial burden, but only ten percent indicated caregiving has impacted their original plans for retirement.

Of those surveyed, 88 percent say they enjoy being a grandparent and 42 percent say they enjoy being a grandparent more than they did being a parent. Of those caregiving on a regular basis, 71 percent say they are playing a larger role than their own grandparents did with them, they have a closer relationship with their grandchildren as a result, and agree that helping out is part of their role within the family. 82 percent of Australian grandparents cite “doing fun things together” as the most important part of their role.

Children are well looked after by their grandparents, with 85 percent indicating that they give their full attention to their grandchildren when they are playing with them. The activities they do together vary depending upon the ages of the children and those with younger grandchildren are more likely to go on walks, play games or read. Pre-teens tend to talk, watch TV or go to shows or special events with their grandparents, while those with teenage grandchildren cited outings such as the cinema, music events, galleries or the beach as common activities.

¹ * Source: The Grandparent Childcare and Labour Market Participation in Australia Report, 2015

Despite almost four in ten having had disagreements or raised concerns regarding their grandchildren with their own children, two-thirds of grandparents surveyed think parenting has changed dramatically since they had children and almost half feel that expectation on parents is too high. Nearly sixty percent believe their grandchildren have so many more opportunities than their parents, but 57 percent say kids are under more stress than they should be. More than sixty percent of grandparents think kids are growing up with fewer rules and less discipline, and more than half feel kids are too protected. Perhaps unsurprisingly, 65 percent say that kids today are too spoiled but over half admit that they spoil their grandchildren themselves.

Overall, almost 80 percent of grandparents think they are doing a good job while more than a quarter say it is harder than they thought it would be. Over 80 percent also say being a grandparent has changed their lifestyle, a statistic that jumps to 90 percent amongst regular caregivers. More than half of those who provide regular care say that looking after their grandchildren can be physically demanding, and a third said it affected the time they have for themselves.

Kirsty Bloore, Vice President of Research for Asia Pacific at VIMN

“Grandparents take their role and responsibilities in the family very seriously, particularly as more and more are caring for their grandchildren on a regular basis,” said Kirsty Bloore, Vice President of Research for Asia Pacific at Viacom International Media Networks. “This is resulting in stronger bonds between grandparents and grandchildren, but it also has an impact on grandparents’ time and money. Ultimately, the reward is more time spent together and, perhaps, the permission to indulge and spoil their grandkids.”

About Nickelodeon

Nickelodeon, now in its 39^th year globally and 23^rd year in Australia, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, digital, recreation, books and feature films. Nickelodeon is the number one subscprtion television channel for kids 5-12 in Australia and airs 24 hours a day, seven days a week on Foxtel (Channel 701) and Fetch TV (Channel 146). Outside of the United States, Nickelodeon is a part of Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIA, VIAB), one of the world's leading creators of programming and content across all media platforms. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc.

About Viacom International Media Networks
Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NASDAQ: VIAB, VIA), is comprised of many of the world’s most popular multimedia entertainment brands, including MTV, MTV LIVE HD, Nickelodeon, Nick Jr., Comedy Central, Paramount Channel, and more. Viacom brands reach more than 3.8 billion cumulative subscribers in 180+ countries and territories via more than 200 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties, in 40 languages. Keep up with VIMN news by visiting the VIMN PR Twitter feed at www.twitter.com/VIMN_PR. For more information about Viacom and its businesses, visit www.viacom.com, blog.viacom.com and the Viacom Twitter feed at www.twitter.com/Viacom.

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For more studies from the Viacom Global Insights team, visit insights.viacom.com.

More Nick: Viacom To Launch Nickelodeon's Nick Jr. Play App In Australia In 2018!

Additional source: Mediaweek.

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New Viacom Study Finds Nearly Ninety Percent Of Kids Globally Believe They Can Accomplish Anything

Original Viacom Inc. via Multichannel:

Nearly Ninety Percent Of Kids Globally Believe They Can Accomplish Anything: Goals Include Ending War, World Hunger And Bringing Happiness To The World

Kids feel supported and equipped to thrive in today’s fluid world, embrace fearlessness

MIAMI – FEB. 15, 2017 – Viacom Inc. (NASDAQ: VIAB, VIA), home of Nickelodeon, today released its latest global research study, KIDS OF THE WORLD. The study, which included a survey of nearly 6,000 kids aged 6-11 from 30 countries, along with in-depth video ethnographies in 11 countries, found that almost 90 percent believe they can accomplish anything if they work hard enough. KIDS OF THE WORLD also revealed that kids today embrace a fearless attitude towards life, despite growing up in fluid times full of uncertainty and change: 85 percent of all kids surveyed also believe it’s better to try things and risk mistakes than never trying at all.

This fearlessness fuels a desire to save the world. Ending wars around the world is the top problem that kids want to solve globally (61 percent), with ending world hunger (58 percent) and bringing happiness to the world (53 percent) rounding out the top three. In the US and the UK, along with a full third of the countries surveyed, ending world hunger ranked as the top problem that kids want to solve

Kids of the World: Film from Viacom Global Insights on Vimeo.

Today’s global kids also view themselves as highly independent (76 percent), curious and creative (nearly 90 percent for both). This mentality extends to the way kids are consuming information and entertainment – watching TV and listening to music rank as their top ways to relax. This appetite for content breeds curiosity and creativity: nearly 80 percent claim to use more than one device at a time, with 88 percent of kids using their free time to build new skills including sports, learning new languages and even learning to make slime.

Feeding kids’ empowered attitudes toward the world is their support system: family is cited as their #1 source of happiness. In fact, more than 60 percent of kids around the world said their best friend is someone in their family.

Kids of the World: Teaser from Viacom Global Insights on Vimeo.

“We wanted to learn how today’s fast-paced, changing world is shaping kids’ attitudes, experiences and behaviors,” said Christian Kurz, Senior Vice President of Global Consumer Insights at Viacom. “We spoke with thousands of kids directly and discovered from KIDS OF THE WORLD that kids today are positive and excited by the countless possibilities ahead, and they are embracing life with a fearless attitude.”

KIDS OF THE WORLD revealed three key areas that reflect how kids feel today:

SUPPORTED

Kids are able to thrive in today’s fluid world because they feel supported: by their family, their friends and, for those who have them, their pets. Together, they form one supportive unit and are key to kids’ happiness and positive outlook on life.

• 70 percent of kids named “spending time with family” in their top 5 sources of happiness and overall, it’s the number one source of happiness across this age group
• 61 percent of kids say their best friend is someone in the family

EQUIPPED

Thanks to their strong support network, kids have a solid foundation from which they can build skills and equip themselves to succeed. They are aware that many of the things they are doing and learning today are preparing them for their future.

• Watching TV is the #1 way to relax for kids (#2 – listening to music, #3 – playing games on phone or tablet)
• 88 percent of kids use their free time to build new skills
• 41 percent of kids have their own tablet, 37 percent have their own smartphone, and 76 percent claim to use more than one device at a time
• 44 percent of kids claim to have a social media account

FEARLESS

As a result of being well supported and well equipped, kids around the world are developing a fearless attitude to life.

• Kids describe themselves with positive attributes including:
• Creative: 89 percent
• Curious: 89 percent
• Confident: 86 percent
• Optimistic: 86 percent
• Always look for the positive: 85 percent
• 68 percent of kids agree with the statement “I feel able to deal with whatever life throws at me”
• 85 percent of kids believe “It’s better to try things and risk mistakes than never try at all”
• 87 percent of kids agree with the statement “I can accomplish anything if I work hard enough”

METHODOLOGY

In Viacom’s Kids of the World study, Viacom Global Insights spoke directly with kids to hear their views firsthand and see the world from their perspectives.

Research details: Viacom spoke to 5,837 kids aged 6-11 in total across 31 countries (Argentina, Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, Hungary, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, South Africa, Spain, Sweden, Turkey, UK, US). The study included an online survey of 5,724 kids in 30 countries, followed by an extensive qualitative phase with 113 kids in 11 countries.

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For more studies from the Viacom Global Insights team, visit insights.viacom.com.

Update, via Kidscreen:

Viacom study shows kids believe they can accomplish anything

Presented today at Kidscreen Summit in Miami, brand-new Viacom Insights global research reveals that six- to 11-year-olds are developing a fearless attitude to life and are determined to end global wars, stop world hunger and spread happiness to others.

A new study from Viacom’s Global Consumer Insights division has found that despite growing up in fluid times and being aware of uncertainty and change, six- to 11-year-olds are developing a fearless attitude to life and are determined to end wars around the world, stop world hunger and spread happiness globally.

Kids of the World, presented at Kidscreen Summit in Miami today by Viacom’s Global Consumer Insights SVP Christian Kurz, surveyed nearly 6,000 six- to 11-year-olds from 31 countries including Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Malaysia, Mexico, the Netherlands, Nigeria, the Philippines, Russia, Saudi Arabia, Spain, Sweden, Turkey, the UK and the US.

Viacom Global Insights spoke directly with kids to hear their views first-hand on how today’s fast-paced and changing world is shaping their attitudes, experiences and behaviors. Viacom did not soley base the findings on responses they gathered from parents or caregivers. An extensive qualitative phase consisting of in-depth video ethnographies in 11 countries was also completed.

The study found that the top three problems kids want to solve globally are ending global wars (61%), eradicating world hunger (58%) and spreading happiness (53%).

For US kids, as well as children in one third of the countries surveyed, ending world hunger ranked as the number one problem to solve. Eighty-five percent of all kids surveyed also believe it’s better to try things and risk mistakes than never attempt to do something at all. Nearly 90%, in fact, believe they can accomplish anything if they work hard enough (highest in Nigeria at 97%).

Looking at support systems, the survey found that kids are able to survive in today’s world because they feel supported by their family, friends and, for those who have them, their pets.

Family, in particular—whether blended, traditional or multi-generational, headed by same-sex or single parents—is kids’ top source of happiness. Sixty-one percent of children, in fact, say their best friend is someone in the family. The study also found that 63% of kids globally believe that “how good a friend you are” is the number one factor that helps someone fit in with his or her peers.

With base support from family and friends, 76% of today’s global kids also view themselves as highly independent. Among the positive attributes kids describe themselves with are creative and curious (nearly 90% for both), and confident and optimistic (86% for both).

As for media habits, watching TV, listening to music and playing games on a phone or tablet are the top three ways, respectively, for kids to relax. Kids are also fueling their creativity by using a wide range of online resources, from coding courses to crafts tutorials. Of the kids surveyed, 41% have their own tablet, 37% have their own smartphone and 76% say they use more than one device at a time. Forty-four percent also claim to have a social media account.

More information about Kids of the World and Viacom Insights can be found here.

--Ends--

More Nick: New Viacom Study Finds Young People Trust Less, But Are Still Happy!

Originally published: Wednesday, February 14, 2018.

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New Viacom Study Finds Young People Trust Less, But Are Still Happy

Young people's trust in key figures such as politicians and religious leaders has fallen sharply over the past five years but they remain largely happy, according to Viacom Global Insights' latest global study.

Viacom Global Insights, the global research arm of Viacom Inc. the US media company behind youth-oriented channels such as Nickelodeon and MTV as well as Hollywood studio Paramount, surveyed 28,600 people aged 6 to 54 online in 30 major countries about a wide range of views.

In a time of turbulent politics and religious conflict, just nine percent of respondents described themselves as trustful of religious leaders and a mere two percent said the same of their countries' politicians.

Since the last survey in 2012, trust for religious leaders has tumbled 33 percentage points and the figure for politicians fell 25 points among people age 30 and younger in the 27 countries that were polled both years.

Views, however, varied sharply among countries, with trust in religious leaders reaching a high of 32 percent in Nigeria.

Trust also slipped for doctors, teachers and even friends, with people in every country identifying their mothers as the most trusted.

But the Viacom survey, dubbed "The Next Normal: The Rise of Resilience," found that the percentage of people who said they were happy overall was virtually unchanged at 76 percent.

"The overwhelming theme that's come out of this is that the human is a very resilient animal," said Christian Kurz, Viacom's Senior Vice President for Global Consumer Insights.

Asked to define happiness, most people in both 2012 and 2017 pointed to spending time with family and friends.

But next in importance in 2017 -- especially in developed countries -- was ensuring time for vacation and enjoyment, while in 2012 more people focused on money.

Kurz said he sensed a shift in attitudes in the wake of the global economic crisis, with many people feeling powerless.

"If you don't really have a choice, then you focus on the things that you do have control over -- and the people you spend time with, you have control over," Kurz said.

"What we're seeing now is that that's becoming even more important," he said.

Coming from the parent company of MTV, the survey also offered quirky insights on music culture.

The study found that three-quarters of Indians said they occasionally danced alone in their rooms to music, while the Japanese came in last with 27 percent admitting to solitary moves.

Below is more about Viacom Global Insights' "The Next Normal: Rise of Resilience" study, via insights.viacom.com:

Introducing The Next Normal: Rise of Resilience

Today, we’re proud to announce the official launch of our newest project, The Next Normal: Rise of Resilience.

Five years ago we released our study The Next Normal, which offered an unprecedented view of the attitudes of young people around the world and their outlooks on life.

The Next Normal: Rise of Resilience video from Viacom Global Insights on Vimeo.

A lot has happened since then. How have things changed?

Today, we’re proud to announce the official launch of our newest project, The Next Normal: Rise of Resilience. This massive study spanned 28,600 people aged 6 to 54 in 30 countries*.

We found that people are more worried now about personal safety and terrorism — yet they remain as happy as ever. In response to these trying times, resilience is on the rise.

The Next Normal: Rise of Resilience found that people everywhere are coping in four ways:

Standing up to uncertainty. No matter their age or where they live, people feel equipped to handle life’s challenges. Spending time with others, listening to music, watching TV, and sometimes just crying all serve to keep stress in check. Music offers a necessary escape and humor is a relied-upon tool for achieving more in life. The end result? A greater sense of personal strength.

Staying grounded. While most say they always look for the positive, a hard-edged realism lurks in the background. People see the world as imperfect. They are losing faith in religious leaders, government and politicians, even in their own judgment. Their approach to life is grounded and realistic, with most saying they “keep it real” and are true to the people they’re closest to. When asked who inspires the most confidence in them, the most common answer was “Mom.”

Enjoying the moment. In 2012, people defined happiness in terms of time and money. In 2017, their sources of contentment shifted from the material to the experiential. Success today is more about deep connections to others and less about superficial markers like looking good or driving a nice car. The top 5 signs of success now are happiness, being part of a loving family, enjoying your job, finding balance in life, and being around the right people.

Coming together. In both the digital and real worlds, people’s networks are growing. They have more contacts on social media, more online “friends” that they don’t know in real life, and more IRL friends than in 2012. The internet is helping people connect more with others, exposing them to new perspectives, and inspiring curiosity and community action. There is a pervasive and strengthening sense of unity among people of all ages – most agree that their age group has the potential to change the world for the better.

* 30 countries surveyed: Argentina, Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, Hungary, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Philippines, Poland, Portugal, Russia, Saudi Arabia, South Africa, Spain, Sweden, Turkey, UK, US

--Ends-

More Nick: Nickelodeon Australia Unveils New Research Study On Australian Dads!

Original source: AFP via Daily Mail Online; Additional source: Dunya News.

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Nickelodeon Australia Unveils New Research Study On Australian Dads

Original Nickelodeon Australia Press Release, via Nickelodeon Trade:

NICKELODEON UNVEILS NEW RESEARCH STUDY ON AUSTRALIAN DADS

“WAIT UNTIL YOUR FATHER GETS HOME”

A FATHER’S ROLE AS THE PRIMARY DISCIPLINARIAN IS SHIFTING

MEDIA SHOULD PORTRAY DADS AS BEING MORE INVOLVED, SENSITIVE AND NURTURING

Nickelodeon Australia, a division of Viacom International Media Networks (VIMN), today unveiled the results of “Wait Until Your Father Gets Home,” a new study investigating the role fathers play in their children’s lives. The findings uncovered a shifting perspective in what it means to be a dad today with the traditional role as disciplinarian dissipating, traditional gender-based roles evolving and the pressures of work impacting their ability to connect and spend time with their kids.

“Wait Until Your Father Gets Home” also explored the way today’s dads are portrayed in the media, with a majority of respondents agreeing that marketers and programmers should represent their greater involvement in parenting and acknowledge that they are involved in all aspects of decision-making regarding their kids.

The Nickelodeon-commissioned study involved four qualitative group discussions, fourteen face-to-face interviews and over 900 online surveys conducted in Australia between 23rd December 2016 and 10th January 2017.

“Today’s dads are increasingly more involved in the day-to-day decisions around the household,” said Kirsty Bloore, VIMN’s senior director of research for Asia Pacific. “They purchase groceries, make decisions on what clothes and toys to buy and are involved in choosing day care. Most importantly, dads feel they should be portrayed as being much more involved and nurturing.”

According to the study, the shift of a father’s role from being the primary disciplinarian represents the biggest change from the previous generation. Today’s dads are more hands-on, present, patient and understanding and see themselves as less strict, feared, distant or work-focused than their own fathers. Dad’s today feel they have “come a long way and are more connected to their kids” and the phrase ‘wait until your father gets home’ is now perceived more as a reward than a threat.

A large majority of Australian dads believe that they are “doing a good job” (78%) and “feel lucky” being a dad (80%), whereas 50% think parenting is “much harder than they had thought” and 44% believe parenting is “harder than in previous generations.” 62% say they want to be more involved however face expectations to stay at work with 54% agreeing, “workplaces are less understanding of the changing roles of being a father.” Dads can also feel the pressure of balancing caregiving over being the breadwinner in the household, with 44% believing “there is a disconnect between the expectations of me as a dad from home and from work.”

According to the study, 42% agree that the media portrays dads as stupid or clueless and 56% say marketers and programmers need to evolve in order to accurately reflect their involvement in household and parenting roles. 50% agree that the media should depict dads as sensitive and nurturing by showing them interacting with their kids, enjoying a variety of activities with them and showing that kids need them as well as mum.

A partner’s work status has the largest impact on a dad’s attitude and approach toward parenting. Nickelodeon’s “Wait Until Your Father Gets Home” identified three different categories of modern day dads:

- Provider Dads are the primary breadwinners and receive parental direction from the caregiver who is not working or is working part time. Provider Dads tend to stick to the traditional male role by providing back up to mum, chip in when asked or needed to, and tend to ‘mind the kids’ vs. ‘interact with the kids’ when left in charge of their care.

- Super-Sub Dads are also the primary breadwinner but also relief caregivers for a partner who is not working or working full or part time. Super-Sub Dads are eager caregivers outside of work, employ a ‘tag team’ system of parenting on weekdays and equal caregiving on weekends, and are willing to take on more traditional female tasks.

- Carer Dads are the primary caregivers, are only occasionally or not the breadwinner, and have a partner that works full or part time. Carer Dads feel responsible for the care of the children, enjoy being in the caregivers role, are hands on and proactive, and ignore gender bias as it pertains to parenting. Carer Dads typically have the greatest breadth of responsibilities compared to Provider or Super-Sub Dads.

“Marketers and programmers can form a deeper connection with Australian dads by moving away from portraying them as dim-witted and helpless to a more accurate depiction as hands-on, engaged and emotionally connected parents,” adds Kirsty Bloore.

Role Of Fathers Shifting, Nickelodeon Australia's New Study Finds

The struggle to juggle family life and work is a challenge now shared by dads, a new study has found.

Fathers today are less strict, more caring and more hands-on than their own fathers, but battle to combine raising children and being the breadwinner.

A survey of more than 900 Australian fathers shows 78 per cent think they are doing a good job as a dad.

However, 62 per cent say they want to be more ­involved but find it difficult because of their work hours.

The research, commissioned by Nickelodeon Australia and New Zealand, iden­tifies three categories of fathers:

PROVIDER Dads, who “mind the kids” when mum’s not around;

SUPER Substitute Dads, who are eager caregivers when they’re not working; and

FULLTIME Carer Dads, who are the primary carers.

The report, titled “Wait Until Your Father Gets Home”, shows how the role of fathers is shifting from ­disciplinarian to carer.

“The phrase ‘wait until your father gets home’ is now perceived more as a reward than a threat,” said Kirsty Bloore, research director from Nickelodeon’s parent company, Viacom.

“Dads today are proudly more engaged and emotionally connected with their kids.

“They have had to adapt to the pressures and challenges of being a parent in today’s world, and are becoming much more understanding and capable of juggling the demands of raising children.”

One hands-on dad is Justin Jeffery, 37, a security guard from Box Hill who is the ­father of Olivia, 2.

Justin is very hands-on with his two-year-old daughter Olivia. Picture: Eugene Hyland

“I always race home from work so I don’t miss bath time,” he told the Herald Sun.

“I do what I can to be there with her as much as I can.”

Mr Jeffery is also showing his caring side by raising money to help other families care for their sick children.

Justin Jeffery with his two year old daughter Olivia. Picture: Eugene Hyland

In April 2017, he is running a 100km marathon from Port Melbourne to the Portsea Pub to raise money for Eli’s Gift Foundation.

Even then, he still puts Olivia first. “I get up at 4am to train when Ollie is asleep and, when I get home, it’s all about her,” he said.

Mr. Jeffery can be supported at gofundme.com at Justin — Port to Port.

More Nick: Viacom Unveils Findings From Global Study "Little Big Kids: Preschoolers Ready For Life".

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Viacom Unveils Findings From Global Study "Little Big Kids: Preschoolers Ready For Life"

Original Viacom Inc. Press Release via the Viacom Newsroom:

Viacom Unveils Findings From Global Study “Little Big Kids: Preschoolers Ready For Life”

New Research Released by Viacom, Home to the Preeminent Kids Brand Around the World, Nickelodeon

Study Shows Parents Prioritize Learning Through Play, Tactical Tech Time, and Enabling Experiences

Wednesday, February 15, 2017 3:29 pm EST
Dateline: Miami

Viacom Inc. (NASDAQ: VIAB, VIA), today announced a new global study LITTLE BIG KIDS: PRESCHOOLERS READY FOR LIFE. The research takes a closer look at preschoolers (kids ages two to five) and how their families are preparing them for an ever-changing future. From a shift in parenting trends to the expanding role of technology, LITTLE BIG KIDS offers insights into how preschoolers are growing and learning today.

For Global Kids, Linear TV Is the #1 Source for Video Content | Nickelodeon Kids & Family GPS

TV is still the most popular way for kids to consume video content, according to new research from Nickelodeon Kids & Family GPS!

Its latest International Insights research, as part of its ongoing Nickelodeon Online study "Connected Kids", shows that around the world, kids use an average of five sources to watch TV and video content. Of those surveyed, over 90% said they regularly watch linear TV.

Free on-demand content from the likes of YouTube was the second most popular option in most countries, with Italy and France notable exceptions and ranking DVDs as the second most popular way to watch content.

Programmes delivered via the official websites of channels ranked as the fourth most popular way to engage with content, ahead of the Video-on-Demand (VOD) services of pay TV platforms and then the likes of Netflix and the other Subscription Video-on-Demand (SVOD) providers.

Viacom's analysis covered kids 4-to-11 in Australia, Brazil, France, Germany, Italy, Malaysia, Mexico, the Netherlands, the Philippines, and the UK.

"Nine out of ten kids [92%] internationally use linear TV to watch TV and video content," Viacom noted in its research. "Other sources used by a majority of kids are free video on demand [e.g. YouTube] and DVDs [83% and 79%, respectively].

"Kids are a little less likely to turn to sources that aren't as easy for them to use independently: 58% use official TV channel websites, 46% use VOD and 46% use subscription VOD [e.g. Netflix]."

You can find out more about Nickelodeon Kids & Family GPS' latest research findings here on the official Viacom International Insights website.

Original source: Digital TV Europe.

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This Is Our Audience: Nickelodeon Kids and Family

Globally, today's kids are growing up in a world that's quite different from the one in which their parents came of age. Terrorism threatens to strike in unlikely places, a weak economy remains a problem, and the march of technology moves forward at a rapid pace.

Kids today will only know a world that feels less stable than what their parents knew as children - additionally, they will never know a world without high-speed internet and interactive screens.

Parents today are also in uncharted territory, as they raise their kids in this transforming environment. Because today's kids are being raised so differently, the values they embrace are shifting.

So, what does this all mean for families today?

A new video by Viacom International Insights summarizes some key themes from Nickelodeon Kids and Family GPS's conversations with over 60,000 kids and parents in 24 countries in 2015, and shares some insights into what this means for families today.

VIACOM This is Our Audience - Kids and Family from Viacom International Insights on Vimeo.

You can find more information about Nickelodeon Kids & Family GPS's new video, as well as videos focussing on Viacom's Youth and Adult audiences, here on the official Viacom International Insights blog.

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Nickelodeon Shares Insights From "Pied Piper Or Follower: Finding The Brand Advocates" Study

Media agencies, brand marketers, licensees and media thronged to Nickelodeon's annual Insights Breakfast in Sydney and Melbourne earlier this month to hear the findings of the number-one entertainment brand for kids' international study, TV Re[Defined]!

Viacom International Media Networks (VIMN) Research, Insights and Reporting SVP, Christian Kurz, says the TV Re[Defined] study aimed to examine how people watch television in the current viewing environment which is undergoing significant transformation, how they discover content, and how their TV consumption habits are evolving.

"In a short span of time, content has become available any time, anywhere, opening up endless opportunities for viewing," Kurz said. "Both rapidly and radically, we have seen TV redefined. In the midst of all this change, our study shows that more television is being consumed now than ever before. What is needed is a redefinition of our understanding of television."

To compose the study, VIMN conducted in-depth video ethnographies with consumers, spoke to over 10,500 respondents aged 6-34 years, and looked at 26,866 of their viewing occasions across 14 countries – Brazil, Mexico, Indonesia, Philippines, Australia, Malaysia, Singapore, Russia, Germany, UK, Italy, Poland, Netherlands and Sweden.

The findings in the new study commissioned by Nickelodeon Australia, Pied Piper or Follower: Finding the Brand Advocates, were also unveiled at the breakfast.

Kirsty Bloore, VIMN Australia and NZ Research Director, said the Pied Piper study was seeking insights into who or what Australian kids are fans of, how they follow their fandoms, the differences and behavioural attributes of various fandom categories, and how brands can utilise their fans to fuel the fandom and become brand advocates.

"Australian kids think that being a fan today is not what it used to be and that, these days, you can be a fan of almost anything. Social media and the Internet have helped to facilitate these sub-cultures," Bloore said.

According to Bloore, fandom "is a term used to refer to a subculture composed of fans characterised by a feeling of empathy and camaraderie with others who share a common interest".

The study found that social media and the Internet have helped to facilitate these sub-cultures, and that 87 per cent of Australian kids believe that you could be a fan of more than one thing at a time and that fandoms span a wide range of categories. Being a fan also offers shared experiences with friends, with 74 per cent saying they're fans of the same things as their friends and 61 per cent saying they became a fan after their friends/family introduced them to it.

For Australian boys, their top five favourite things are Lego, Minecraft, video/online games, TV shows/channels, and sports. The top five favourite things cherished by Australian girls are TV shows/channels, Sports, Popstars/movie stars/celebrities, cartoons, and animals/pets.

THE FANDOM JOURNEY

For kids, being a fan is about three things: self-expression – 77 per cent agree that being a fan allows you to express yourself; discovery – 84 per cent agree that being a fan of something helps you to discover more related things you like; and finally, community – 4 in 5 agree that being a fan makes you feel like a part of something bigger. The fandom journey can best be expressed by child relationships below.

New Acquaintance (Awareness)

The new acquaintance is when the kids first become aware of the thing/person or brand. At this stage, it's not necessarily a preference or a favourite and they are more likely to be swayed if others don't like it. Kids' acquaintances with brands tends to be via family, peers or media.

Friend (Attraction)

The next stage is the friend stage where an attraction happens! It's at this stage that they start to recognise the benefits that it gives them in their life – things such as: it's fun, it's entertaining, it makes them laugh, helps them to improve their skills, makes them knowledgeable, may initiate or strengthen friendships and help them to be a part of the playground conversation or it may be that it's consistent with their family values and how their parents have raised them. Still at this stage the relationship or connection is external – they refer to things at "that show" or "those people."

Best Friend (Attachment)

Best friend attachment is when the fandom journey becomes more internal. They feel like they start to understand each other and know more about their fandom than others. The fandom becomes a part of their identity and the language they use is more emotional.

True Love (Allegiance)

For the true love stage, kids have a real allegiance to that fandom! They feel an intense connection and endurance that places them in the inner circle with their fandoms. This is the stage where the internal journey has greater impact on their attitudes and behaviour – all of their attention is on this brand and no other brand will do.

The last two categories (Best Friend and True Love) is SuperFan territory. However, while those kids in the True Love stage are the biggest consumers, they are often not the biggest advocates. When many of the kids have reached this stage, they start to get possessive of their fandoms and feel a sense of ownership of them. So what Nickelodeon has found is that when it comes to brand advocacy, Friends and Best Friends are likely to be more rewarding territory than True Love.

FANDOM ACROSS CATEGORIES

The fandoms Nickelodeon researched fell into four categories: Sports, Licensed Products, Gaming/Youtube, and Celebrities.

Sports have mass appeal, are encouraged and supported by the family and have many touch-points (merchandise, viewing, participation etc.).

Licensed Products connect with kids' imaginations and allow them to immerse into their world through movies, TV shows, reading books, the Internet, merchandise, etc.

With Gaming/Youtube, these tend to be more individual fandoms. Kids are more private about their fandoms and there is less family involvement. Kids have fewer ways to connect with their fandoms – there are fewer touchpoints.

With Celebrities, fandoms quickly progress to Best friend status as the kids are often very emotive about their favourite celebrities. The fans are female skewed and for the fans, it's all about the personal connection.

FUELLING FANDOM

For kids, the power of fandom comes from:

Word of mouth – 83 per cent of kids talk about the thing they're a fan of at school; 56 per cent of kids have encouraged their friends to be fans

Their followers – 71 per cent believe that fans aren't just followers – they have their own fans and followers too: 67 per cent agree that normal people with large online followers can be just as influential as celebrities

Influence - 83 per cent of kids consider themselves to be influential

KEY TAKE-OUTS FOR BRANDS

1. Brand need to stay Fresh and Evolving
2. Make it Personal, Authentic and Inspiring
3. Put the kids in control
4. Family Matters – involve every influencer

The TV re[defined] international study demonstrated that as far as consumers are concerned "It's TV on their own terms". One of the study's key findings is that in an ever-more digitally connected world, television and great stories (content) still connect people to each other now more than ever – with 68 per cent of Australian kids saying "TV has never been this good!"

TV Re[Defined] statistics – Australia vs Global:

Australians love TV and are social and tech-savvy consumers of television content.

* The majority of respondents agree; "TV has never been this good."
- Global: 63 per cent
- Australia: 68 per cent

* The majority of respondents agree "There are so many great TV shows coming out, it's difficult to keep up with them."
- Global: 72 per cent
- Australia: 72 per cent
- Kids Global: 77 per cent
- Kids AU: 72 per cent

* Linear TV is the 'go-to' source and it remains the main reference to discover and watch TV programs
- Start sessions with linear TV (inc DVR)
- Global: 69 per cent / Australia: 64 per cent
- The majority of respondents agree "I enjoy watching regular TV because I don't have to think too hard about what to watch, I just come across great shows on channels I love."
- Global: 70 per cent / Australia: 73 per cent

Television has become THE go-to conversation topic.

* 3 in 5 Australian children are talking about TV more than they did a few years ago; internationally, 4 in 5 are likely to agree with this statement.

* Kids are also talking about TV shows they love more often that a few years ago.
- Kids Global: 82 per cent
- Kids AU: 72 per cent (second lowest country)

Globally, channel surfing is the #1 method for discovering new TV shows.

* Australia, word-of-mouth is the most likely method for both kids 6 – 12 and viewers 6 – 34.

But making TV content available on multiple devices is important.

* The majority of respondents agree, "Having more ways of accessing TV shows helps me try more shows."
- Global: 70 per cent
- Australia: 77 per cent

* Australian viewers aged 6 – 34 use an average of 7 devices, one more than the global average.

* Australian kids own and use an average of 6 devices, more than the global average of 5.2, and they use them at an earlier age.

* Tablets play a special role with kids, particularly in Australia amongst the younger demographics. Australian kids are nearly twice as likely to own a tablet vs 1 per cent). This is in line with Australian kids owning more devices on average (6 devices vs 5.2 globally). They are however 1.5 times less likely to own a smartphone. (54 per cent vs 63 per cent).

Kids Tablet Ownership:

* Global: 64 per cent
* Australia: 75 per cent

* Kids know on which source they can find the TV shows they want to watch.
- Kids Global: 89 per cent
- Kids AU: 87 per cent

Australia skews higher than the global average when examining sources used.

* Kids in Australia are 2.5 times more likely to source TV content from linear and DVR sources (defined as a "traditional TV viewer") than the global average.

* 85 per cent of Australian viewers 6-34 watch TV content via their providers VOD services.

* When asked, "How often, if at all, do you watch full length TV shows via each of these?"
- DVR: Global 54 per cent, Australia 89 per cent
- TV provider VOD: Global 58 per cent, Australia 85 per cent
- Channel app/website: Global 72 per cent, Australia 80 per cent
- Subscription VOD: Global 49 per cent, Australia 70 per cent
- Direct to own: Global 47 per cent, Australia 69 per cent
- Torrent sites: Global 47 per cent, Australia 65 per cent

Sources: Toy & Hobby Retailer, MNC.

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