U.S. HISPANIC
Goldbee: The offer of kid’s content has increased and its segmentation has blurred
Maribel Ramos-Weiner| 11 de enero de 2023
Christophe Goldberger Goldbee
The boom of streaming platforms and the wide offer of kid’s content are becoming one of the greatest challenges for distribution companies such as Goldbee, devoted to kids & family and who are seeking to place their catalogs in the right window, said Christophe Goldberger, CEO of the company. He assured that today the age segmentation is not precise, so consumption is focused mainly in the 8-year-old group.
“Our catalog encompasses 700 half-hours of programming dubbed into Spanish, with a lot of animated content for preschoolers to teenagers. We have been working a lot in recent years. In Mexico it’s been quite stable, we work with Televisa, TV Azteca and Canal Once, and in the region with Señal Colombia and others. We’ve managed to work for two partner profiles, the Public TV with content that adapts to its grid and also with platforms such as Paramount, Discovery or Warner with more commercial oriented programs”, he explained.
In Goldberger’s opinion, kid’s programming on general television has decreased, making finding partners a challenge. “The offer for kids is very large and everyone is requesting certain platforms, but we believe that there are productions for each one. For this reason, we try to partner with strong companies in their own market, but in the region it is more difficult to find those with budgets.”
He mentioned that the kid’s content industry is undergoing two important changes, one is the narrowing of the age range. “Before it was more segmented and since children can really choose what they want, they browse through all the screens and that is why the age range is concentrated in the 8-year-old group.” The other is that exclusive titles no longer are being requested. “The TV networks and platforms don’t want exclusivity anymore, it is an ecosystem in which the kid can find everything in one only place.”
He emphasized that it is time to adapt to new forms of consumption, for example, the FAST channel or the growth of VOD. “The content offer is so great that you have to compete fiercely for visibility. In our case, for preschoolers, in addition to the product, we deliver interactive games, short videos for network advertising and ways to increase visibility, so launching a new brand now is a great challenge.”
Goldbee’s catalog includes titles from the production company ZDF Studios such as La Bruja Desastrosa, The Bureau of Magical Things; Wolfblood in co-production with the BBC, The Athena in co-production with the UK; H2O, the classic that has been sold worldwide for many years.
