Child's Play - An Interview With Nickelodeon UK's Digital Director Roy Edmonds

From Mad.co.uk:

Child's play
Source: nma.co.uk

Kids are much more savvy about new technology than many adults, says Nickelodeon digital director Roy Edmonds, so online has to be more than an extension of TV properties

When Nickelodeon's forthcoming series The Troop, about a secret society that battles monsters, begins in the UK in the next few weeks, its website will have a strong emphasis on mission-based gaming. For digital director Roy Edmonds, it's another example of how online properties should be destinations in their own right.

"We'd like to get to the point where we're involved with shows at the earliest stage and thinking about the interactivity that surrounds that," he says. "It's not about coming in at the end and saying we need to build a website, what do we need to put on it? I want to be there at the start of these programme developments."

So this year Edmond's team will be busy with 3D gaming, two-player games, augmented reality, online safety and a virtual pet project. This month sees the launch of Nick UK's first iPhone application, developed in-house to support SpongeBob Squarepants, featuring a game, short-form video and episode guides. It follows an augmented reality competition last year, created by Codegent, that asked kids to find SpongeBob cards hidden online and upload videos explaining why they were the character's biggest fan. It was part of the relaunch of the digital offering at Nickelodeon, with 2009 the 'Year of the Sponge' when SpongeBob received his own bespoke website under Edmonds' direction.

Responsible for the day-to-day business strategy, production and operation of Nickelodeon's digital division, Edmonds has spent most of his career within children's online entertainment, passing through the halls of the publicly funded BBC and the infinitely more commercial entertainment giant the Disney Corporation.

At both he learned that online content could achieve different goals, with the BBC being challenged by "an embarrassment of riches" and Disney creating content ultimately aimed at "pushing through to purchase".

Moving to Nickelodeon in 2008, Edmonds has taken up the online responsibility for characters including market-leading SpongeBob and pretenders to the throne Dora the Explorer, Diego, and Ben and Holly's Little Kingdom. This last was revamped online by digital agency Complete Control last year to feature extra functions including games and video clips. Last year also saw the launch of a blog for 10-13-year-olds called TeeNick.

These initiatives tap into Edmonds' belief that children deserve online content designed for them from the start. Some may think the entertainment of children is simply about leaving them alone with a flashing box in the corner of the room, whether that be a TV or PC. This is an antiquated way of thinking, though, says Edmonds, and in many cases, especially online, children are more adaptable and savvy than their parents.

"Anyone working within the children's entertainment industry must recognise that the way children consume media is changing," he says. "There's still a distinction between what's on the TV and what's online. The key thing to remember is that today's children have grown up with all this technology so to them it's just stuff."

This is something that worries Edmonds about many of his competitors, which often think of the online representation of a show's brand as an afterthought, or at best a direct representation of what's seen on TV. "It's interesting the different approaches broadcasters take in delivering online content," he says. "To some it's about cross-platform experiences, 360-degree commissioning. But at the other end there are those who think it's still just about supporting the programme brand. I think you need to have a mix of both approaches."

It's a point he's evangelical about and, after 18 months at Nickelodeon, he's using this year to shift the emphasis his young audience place on online content. Fundamental to this is being involved in development from the start.

This seems to be the new emphasis Edmonds brings to his department, although if you probe deeper you realise that it's children's own shift in attitude that has led to them demanding more from their online experience. "User testing is so important. It's something that since I arrived we've done more of," he says. "Kids are great fun to be around, incredibly honest and much more savvy than we give them credit for. But equally they're still children and recognising what their abilities are is important. Some things they'll fly through and others that we see as quite easy to do online they may find more challenging."

The team also looks at all feedback, whether it's through the TeeNick blogs or slightly old-school email. Such involvement, Edmonds says, must be rewarded with a sense of responsibility. "I wouldn't want to do anything that in any way would put children at risk, so everything is pre-moderated and we have an incredibly thorough process for checking content before it goes live. In that sense, safeguarding the audience is an absolute priority."

Along with this, he's focused on the task at hand: growing online share for the Nickelodeon brands in an ever-widening children's entertainment marketplace. So what else does he expect from 2010?

Edmonds indicates that the iPhone will become increasingly part of the Nickelodeon digital strategy, due to its increasing take-up among children. "The one area we're focused on at the moment is iPhone development," he says. "A lot of that's instigated by the US office and distributed to the regions via the international office, but there's still scope for us to do something in the UK. I'm keen that whatever we do, it's because it's distinctive and delivers something besides supporting a brand."

Curriculum Vitae

Name: Roy Edmonds

Title: Digital director, Nickelodeon

Age: 37

Career: 1993-97 Researcher, BBC

1997-98 Producer, Beeb.com

1998-99 Senior producer, BBC Online

1999-2001 Senior producer, BBC Entertainment

2001-06 Interactive executive editor, BBC Children's

2006-07 New media manager, Walt Disney

2007-08 Digital manager, Discovery Networks

Nickelodeon UK Buys Rights To Beyblade: Metal Fusion For NickToons

From C21 Media:

Nelvana carves out Beyblade deal

Children's network Nickelodeon UK has secured television broadcast rights to 51 episodes of Nelvana Enterprises' animated series Beyblade: Metal Fusion.

The series is set to launch on NickToons in the UK in September 2010, and will join other titles in its boys' action block. Coproduced by Nelvana and D-rights, the series offers a fresh take on the original Beyblade series, with new characters.

Nelvana Enterprises' VP of worldwide sales and distribution Lynn Chadwick said: "NickToons is a great broadcast platform to drive awareness of the latest iteration of the series, bringing it to the attention of a brand new audience, many experiencing it for the first time."

Adam Benzine
3 Feb 2010
© C21 Media 2010

Nickelodeon UK Revamps Pre-School Mini-Sites

From Digital Spy:

Nickelodeon revamps pre-school mini-sites

Nickelodeon UK has revamped its flagship pre-school mini-sites under the Nick Jr's brand to offer better structure and navigation.

Dora The Explorer and Go, Diego, Go! web services have already been re-launched on the main Nick Jr's site as a result of a collaboration between Nickelodeon UK and interactive production firm Complete Control.

The rebrands are part of Nickelodeon UK's strategy to offer "immersive and playful" content for children by creating user-friendly online worlds around its key brands.

Under the partnership, Complete Control also redeveloped three sub-subsections on the main Nick Jr's site - Shows, Fun & Games and Make & Do - to introduce more effective user interfaces.

Due to the large amount of visually-led content on the site, Complete Control further created a 'super footer' text-based navigation solution to ensure optimum performance in search engines. The system has helped increase traffic to the Dora The Explorer mini-site by 457% since its relaunch.

Over February, Nickelodeon UK will introduce similar revamps for the Angelina Ballerina and Peppa Pig mini-sites, along with other properties.

Nickelodeon digital director Roy Edmonds said: "Creating content that truly engages children is no easy task but Complete Control has consistently delivered great creative treatments on all the projects Nickelodeon has commissioned, whilst keeping our needs as a commercial media company very much front-of-mind."

Complete Control creative director Glynn Hayward added: "We needed to ensure that the refreshed content we were producing for these great brands was not just only fun and engaging for children, but also boosted the SEO and page ranking of the sites."

Last month, traffic to the entire Nick Jr's website increase by 2.5% to 1,055,067 hits, with the Dora The Explorer mini-site accounting for 25% of that traffic with around 7m page views.

Howard Litton Leaves Nickelodeon UK

From C21 Media:

Litton leaves Nickelodeon UK

Howard Litton, MD and senior VP of Nickelodeon UK, is stepping down after 15 years with the company.

Litton played a key role in transforming Nickelodeon's UK business from a single channel operation to its present network of six. He also championed kids series such as Fifi and the Flowertots, Peppa Pig and Ben & Holly's Little Kingdom.

He is leaving to pursue "personal projects and new opportunities in international media" and will be replaced in the interim by Steve Grieder, executive VP of Nickelodeon International and programme sales for MTV Networks (MTVN) International, till a permanent MD is found.

"I've had an amazing time at Nickelodeon UK, but after 15 years of fun and hard work at the best kids' entertainment brand in the UK, it's time for a change and for new challenges," said Litton in a statement.

He added that he had some exciting projects in the pipeline but would be spending several months with his wife and children first.

"I'm deeply grateful to Howard for his immeasurable contributions to Nickelodeon and to MTVN," said David Lynn, executive VP and MD of MTVN UK, Ireland and Australia. "The impact of Howard's passion, creativity and commitment will be seen for years to come."

Litton joined Nickelodeon as acquisitions manager in 1995 and was promoted to director of programmes two years later. He became MD of Nickelodeon UK in April 2007. The business is a joint venture between MTVN and BSkyB.

Jonathan Webdale
7 Jan 2010
© C21 Media 2010

Also, from TBI - Television Business International:

Nickelodeon’s Litton weighs production moves, kids books

Departing Nickelodeon UK boss Howard Litton is eyeing a move into the production side of the business following his exit from the kids broadcaster.

However, he told TBIvision that he has no immediate plans and expects to start looking at new projects from the summer.

Litton, who has worked at Nickelodeon for 15 years, announced yesterday that he was leaving the channel, which a joint venture between MTV Networks and satellite pay TV operator BSkyB.

"I wondered if I had the nerve to go out at the top. We had a record-breaking year last year so it was the right time to go. It is a scary time to leave Nickelodeon but I need to try a few projects. I'm probably looking to get back to the creative root. It's more likely that I'll do a bunch of projects for a bunch of different people," he told TBIvision.

He also ruled out a move to one of Nickelodeon's rivals including Disney or Cartoon Network. "I didn't want to leave this job and move straight into another corporate job. You won't see me working at Cartoon Network or Disney any time soon," he said.

Litton, who has two little kids, plans to spend time at home and is also hoping to move into the world of publishing. "I've always wanted to try my hand at writing kids books," he added.

The broadcaster has had a successful few years with its preschool net Nick Jr winning the BAFTA for Children's Channel of the Year last year. Litton pointed to shows including Peppa Pig and Roary The Racing Car and factual strand Nick News as his proudest achievements at the company.

Nickelodeon UK To Premiere New Nickelodeon Show 'The Troop' In February 2010

According to Nickelodeon UK's promotion which is currently airing for the upcoming brand new Nickelodeon show "The Troop", Nickelodeon UK will premiere "The Troop" in February 2010.

Below is a description of the brand new Nickelodeon show "The Troop" from Nickelodeon USA's official "The Troop" website:

They're normal high school kids... with a huge secret.

ABOUT THE SHOW

Everyone in school thinks Jake, Hayley, and Felix are normal, but that’s not really the case. The truth: they’re part of a secret global society known as The Troop. Their mission: to keep the world's monster population under control. Can these three high school kids keep the town safe -- and keep everyone else from finding out?

It is unknown whether Nickelodeon UK will also launch a UK version of The Troop Grid (TroopGrid.com).