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France Télévisions - Estrategias de un protagonista


- El paso del analógico al digital se produce en paralelo a la reestructuración de las cadenas y emisoras tradicionales. Céline Limorato explica cómo su grupo ha creado una unidad centralizada para administrar los contenidos online para jóvenes.

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Céline Limorato is Deputy Director of France Television's Children and Youth Programs, in charge of Animation Coproductions, Global Media and New Formats.

France Télévisions created a New Youth Department within the group, how does this unit works?
In October 2008 France Télévisions decided to set up of a joint Youth Department grouping together the 22 employees of the 3 youth units at France 2, France 3 and France 5. Julien Borde is the Executive Director of the Department in charge of youth programs at France Télévisions. I am Deputy Director in charge of animation, global media, and diversification (documentaries, mags, shorts formats, hybrids formats) and Sophie Gigon hs been appointed as Deputy Director in charge of youth fiction and youth purchases. We have appointed an editorial manager for each type of program: co-production of animation for the 6/12 years and family, co-production of animation for pre-schools, co-production of material in new formats and new media, co-production of youth fiction and youth purchases.

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What kind of programmes does France Télévisoins produce?
France Télévisions is the 1st co-producer and terrestrial broadcaster of youth programs in Europe. The group produces any kind of programmes: from long to short films, from preschool programs to teenage programs. The group broadcasts a wide variety of animated and live action series for all different age groups.
France Télévisions broadcast some 3,000 hours of youth programs, which represents 64% of the total terrestrial youth offer. We have 3 complementary kids slots clearly identified: Les Zouzous (for preschoolers) on France 5; Toowam (kids & family) on France 3 and KD2A (teenage & family) on France 2.
The youth programming on France Télévisions group reaches every week more than 14 millions viewers aged 4 years and over 4.2 millions viewers aged 4-14 years.
The group invested 28€ million in France in 2008 for animation and 8€ million for live action series, creating a total of 190 hours of animated film (62% of the French animated programs co-produced in France) and 50 hours of live action.
We also produce 4 to 5 full-length animated movies each year through our cinema branches France 2 Cinéma and France 3 Cinéma. In 2008 we produced Mia & the Migou, The true story of Puss in Boots and Brendan or the Kell’s Secret.

What are the specificities of the kid’s offer in each channel?
We have 3 clearly identified and complementary blocs: each channel has a specific kids target and a brand to build connection with the audience.
In detail, France 5 offers animation programmes for a target of 3-7 years old. The channel broadcasts some 1280 hours of animation annually.
France 5 has two daily slots: Debout les Zouzous in the morning and Midi les Zouzous at midday. With these two slots the channel has the 1st preschool terrestrial TV offer, airing French animation and international key properties well known by young kids and their parents. The editorial strategy is based on awareness and discovery of the world: nature shows, discovering animals…
France 5’s best produced shows are Loopdidoo, Funny Little Bugs, SamSam, Adibou Adventure, Take 5, Louie, Miss BG. Examples of acquisitions are Noddy, Clifford, Fifi and the Flowertots, Thomas & Friends, Hello Kitty & friends , Little Princess, Bob the Builder, Angelina Ballerina 3D, Animalia, Roary the racing car.

What are the France 3’s specificities?
France 3 broadcasts 90% of animation and 10% of magazines and games shows. The target is 6-12 years old and all family members. The channel broadcasts some 1140 hours of youth programmes annually.
There are several daily and weekly slots: every morning the slot called Toowam, every Saturday morning Chouette Toowam and Bunny Tonic.
Beside the animated series based on humor and comedy, France 3 proposes magazines about cinema and video games (Kyou, Cinetoowam), animation programmes to entertain and encourage kids’ curiosity and adaptations of well-known characters and original creations.
The best produced shows are Street Football, Tootuf, The Owl, Mandarine & Co, Wakfu, The Famous Five, Magic. Some examples of acquisitions are Scooby-Doo, Ben 10, Pink Panther, The Secret Show, Batman, Viva Pinata.

What are the France 2’s specificities?
France 2 broadcast mainly fiction programmes for teenagers. The channel airs some 440 hours of programmes annually. There are three slots in the week: Wednesday morning, Saturday morning and every morning during the school holidays.
France 2 is the only terrestrial broadcaster of fiction series aimed at teenagers. The best produced shows are Studio 24, Summer Crush, Summer Dreams, Nos Années Pension, Samantha Oups, Family Bizz. Some examples of acquisitions are Hannah Montana, Life with Derek, That’s So Raven, What I like about you, Grounded for life, H2O…

Which are your new competitors?
The competitors are not only the traditional private bradcasters (TF1 and M6) but also the new thematic channels (Canal +, Disney, the TBS Group with Cartoon Network, Viacom with Nickelodeon, Lagardère) and the new players, the free video sites and the communities like You Tube, Skyrock, Yahoo, Google, Orange, Facebook, Wii…

What are the new editorial axes?
We have four basic axes:
1. Comedy with shows like The Questers and Sally Bollywood developed by France 3 ;
2. Edutainment with shows based on travel, ecology, nature, art, history and foreign languages;
3. Adaptations of books like Didou, Titeuf, Garfield, Lucky Luke, Gaston, Capitaine Biceps;
4. New formats which are formats mixing animation and fiction or animation and documentaries.

France Télévisions is also involved in developing feature films like Les Lascars (Millimages) by Albert Pereira Lazaro and Emmanuel Klotz, with Vincent Cassel. Une vie de chat (Folimage) by Alain Gagnol and Jean-Loup Felicioli, realised in 2010 and distributed by Gébéka Films. Le chat du rabbin (autochenille production) by Joan Sfar, released in 2010 and Titeuf, the feature.

What is the group’s animation co-production policy?
We look for original creations or best adaptations of strip cartoons and children’s literature. As far as comedies are involved, we target shows with human beings, targeted at the 6/8 age group and with a family potential audience.
France Télévision is also very interested in developing edutainment programmes for our two targets: upper preschool and kids (6/8 and 8/12 years old). We are looking for edutaining programs about languages, sciences and discoveries, history and culture, and healthy related programmes: good food and drink.
We always look for characters driven shows with comedy elements.

What is the group strategy with regard to the new media?
We have a 360° approach: dedicated mini sites, chat, forums, previews, partnerships with games developers, VOD and SVOD, musical publishing, magazines… We have the largest free video offer and in April 2009 we launched two Web TVs with our programmes.
Finally we work in conjunction with the subsidiaries of the France Télévisions group on building up kids franchises to develop on all media.

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