Animation vs. Live Action and Digital TV’s Niche Market Segmentation
Some people make the argument that TV just isn’t as good as it used to be, claiming that the predominant animation formats we’re seeing on the big kid’s nets are missing the real people element of live action shows of the past.
Although that may be the case in some circumstances, I think we’re in the best position yet to produce quality, effective educational television for children. Why?
The landscape is a whole lot different now than it was before: More networks from which to choose, more platforms from which to enjoy content, and more support and acknowledgment from the industry and government that media can be educational.
It is the content — the message we deliver to the children consuming the media — that matters.
Animation is cheaper than it used to be. That’s one reason why we’re seeing more of it. Its popularity ebbs and flows. There were a lot of cartoons in the ’80s and ’90s, and there are a lot of cartoons now. Another reason we’re seeing more animation on television is digital TV; more channels means nets are looking for niche audiences, creating more of a need for specific market segmentations (preschool, kids, tweens, teens, etc.) in order to please advertisers.
If you look at specific network programming, you’ll notice that both Disney (“Hannah Montana” and “The Wizards of Waverly Place,” for example) and Nickelodeon (“True Jackson, VP” and “iCarly”) primarily rely on live action sitcoms to appeal to tween viewers. Cartoons on these networks are usually meant to appeal to a younger audience. (There are always exceptions to this rule! Just look at “SpongeBob SquarePants,” “Yo Gabba Gabba,” “Jack’s Big Music Show,” and anything on Cartoon Network.)
Although some of children’s television has stayed stagnant in terms of quality over the years, a lot of it has improved. The implication for segmented audiences on digital TV means we’ll see more content that pleases both kids and their parents. Although PBS still holds some of the best offerings for kids’ educational television, we now have Noggin and The N, 24/7 digital cable channels that speak directly to preschoolers and tweens (respectively) with some darn good programming.
What are you watching?