Digivolving digital kids

Caroline Dukes and Shari Donnenfeld

The following paper demonstrates how, in an increasingly competitive and cluttered media marketplace, sophisticated audience research can work with and compliment marketing strategy in order to pinpoint targets, minimise wastage and identify growth opportunities.

Digivolving Digital Kids

Using audience measurement to capture a fickle audience

Shari DonnenfeldandCaroline DukesFox Kids

Introduction

The arrival of digital television in the autumn of 1998 provided new impetus to the growth of multichannel television. The promise of a greater choice of channels and better picture and sound quality proved to be a successful initial driver for the acquisition of digital television. As this digital evolution continues to take real shape, and choice in the media marketplace continues to increase to include interactive services and games as well as additional channels, media owners are under increased pressure...

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