Digital kids

The following paper highlights the findings from Nickelodeon UK's digital study designed to better understand the changed viewing dynamics in digital homes and how that will impact upon building brand loyalty.

Digital Kids: Navigating and Making Sense of a World of Choice

Shari Donnenfeld andAndy Goodhand

INTRODUCTION

Television is one of the most effective ways of influencing mass culture. It shapes our lives, attitudes, behaviours and aspirations. This was true in a world of just two to three terrestrial broadcasters and is even more relevant in a cable and satellite multichannel world.

Television broadcasters, faced with a sea of competition in the late 1980s with the introduction of cable and satellite channels, discovered that marketing practices (classically employed by fast moving consumer goods companies) could help position their channels...

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