making money from your ip – lessons in childrens entertainment tim collins dc thomson & co. 2...
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Making Money From Your IP – Lessons in Children’s Entertainment
Tim CollinsDC Thomson & Co.2 September 2010
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Me
•Copyright Promotions – Licensing Agency•Universal Studios – Film•HIT Entertainment – Children’s TV•DreamWorks – Film•Endemol – TV formats/reality•DC Thomson – Publishing
It’s all about brand development
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Why exploit your IP?
•Entertain and educate
•Making money - recoup investment - but a long tail!
•Protect your IP from others
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Children
•Pre-school
•Primary boys and girls
•Tweens
•Teens?
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Boys: their changing mediaworld
• Television▫ 2.7 sets at home▫ TV in bedroom▫ Satellite cable at home
• Books– 11.7 books since xmas
• Cinema– 2.4 films since xmas– 3 of top 10 family films
• Radio– Listen in bedroom
• Magazines/Comics– 1.8 per month– Self & parental purchase– 3 out top 10 licenses– Beano market leader
• Video Games– 1.3 hrs per day– On own, in bedroom
• Computers– Family computer
1999
• Television▫ 3.0 sets at home▫ Satellite cable in bedroom▫ TV interactive services▫ Weekday hours down, weekend up▫ Cartoon Network out rates CBBC▫ TV on demand (28%)
• Books– 12.3 books since xmas– Film TV characters
• Cinema– Increased visits– 5 of top 10 family films
• Magazines/Comics– 1.8 per month– Parental purchase– 7 out top 10 licenses– Dr Who market leader (Beano #3)
• Mobiles– 42% ownership– Texting, games camera– Acquisition age 8/9
• Video Games– 2.0 hr per day– Wii, PS2, DS dominating– Bedroom, Lounge, Online, on the move– With friends, brother, parents
• Computers– own laptop, broadband wifi
2009
• Online▫ At home, in bedroom (13.5%)▫ 2.57 hours per week▫ Youtube▫ Homework, games, kids sites, downloading▫ TV Channel/programme sites
Source: YTGI 1999, 2009All data based on minimum 25% penetration
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Girls: their changing mediaworld
• Television▫ 2.7 sets at home▫ TV in bedroom▫ Satellite cable at home
• Books– 13.7 books since xmas
• Cinema– 2.5 films since xmas– 3 of top 10 family films
• Radio– Listen in bedroom
• Magazines/Comics– 1.8 per month– Self & parental purchase– 3 out top 10 licenses– Girl Talk market leader
• Video Games– 0.9 hrs per day– On own, siblings, friends
• Computers– Family computer
1999
• Television▫ 2.9 sets at home▫ Satellite cable in bedroom▫ TV interactive services▫ Viewing hours down▫ CBBC and Nickleodeon▫ TV on demand (27%)
• Books– 14.1 books since xmas– Film TV characters, authors
• Cinema– Increased visits– 5 of top 10 family films
• Magazines/Comics– 1.8 per month– Parental purchase– 7 out top 10 licenses– Girl Talk market leader (Bratz #2)
• Mobiles– 47% ownership– Texting, camera– Acquisition age 7/8/9
• Video Games– 1.0 hr per day– DS dominating– Bedroom, Lounge, Online, on the move– With friends, brother, parents
• Computers– own laptop, broadband wifi
2009
• Online▫ At home, in bedroom (13.7%)▫ 2.61 hours per week▫ Disney, MSN▫ Homework, games, kids sites, ▫ TV Channel/programme sites
Source: YTGI 1999, 2009All data based on minimum 25% penetration
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Business model - exploitation
•Is the IP strong enough and/or relevant ?
•Legal protection
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The launch platform
•The original idea & medium - Film, TV, Book, video game, ringtone character, ad campaign…
•How strong is it?
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The next stage…• Wider exposure…Film, TV, on-line
▫ Investment can be substantial TV animation $250k/half hour 26 episodes Movies – $50-100m
• Invest directly or license others, but can loose share of copyright and control
• Rights related to value of the original IP and investment required by 3rd party – upside with those taking the risk
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•Once platform has been established…
•Exploitation phase – merchandise, publishing, DVD, music i.e. Consumer Products
•You or a third party…?
•Probably 90% of new TV projects don’t recoup
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The licensing model…
•As IP owner – focus on brand and the content vision
•Work with specialist licensees – hire experienced staff or use an agent
•Deals carry an advance and MG – usually•Control & approve products and
marketing by third parties•Retail is everything
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Brand development
•Have a plan – it will evolve as will the brand
•Refresh and listen to consumers and retail customers
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• 1997-8 only 13 shows sold to CBBC• Pre-selling to key partners from summer 1998• TV launch April 1999 – video and small
publishing program• Second series Sept 1999, more video and books• Small range of merchandise Nov 1999• 2000 on - more TV, DVD specials, consumer
products, live show, international expansion…• 2001/2 – Brand 90% of all CP and video revenue –
2/3 of total company turnover• 2009 – Bob is 10!
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•Britain’s #1 comic brand – multi-generational appeal – sub brands & characters
•Kids and adult branded products•Media
▫Weekly comic – 45k copies weekly▫#1 Annual – 300k each Xmas▫TV – 3 series (BBC)▫Consumer Products – 25 years▫Live show▫Digital – Web and digital archive
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•2011 is their 75th anniversary.•DCT has a strategy to develop the Broons
▫Media platform ▫Consumer products & publishing▫Promotional tie-ins▫Direct to consumer
•Long-term strategy – UK and overseas