Nelvana and MediaVentures International, a Chicago-based distributor partially owned by Grey Advertising, have joined forces to distribute blocks of Nelvana-produced children’s programming on a barter basis to select international markets.
‘The Nelvana Kidz Klub’ will consist of daily programming blocks one to two hours long and weekend blocks of three to four hours in length. Programming will be comprised of existing Nelvana library products and new programming. Shows will vary from market to market.
Nelvana hopes that its Kidz Klub will further increase its visibility and identity in markets in which it does not have high profile.
The company will continue to distribute its properties on a cash basis internationally, while MediaVentures will sell programs on a barter basis in territories where that type of arrangement may be more appealing to broadcasters. Broadcasters that clear the Kidz Klub will be required to provide MediaVentures with a predetermined amount of minutes for the block’s advertisers.
Grey Advertising in South Africa has been enlisted to sell barter time in the international markets. A spokesperson from MediaVentures claims that this marks the first time that an advertising agency has partnered with a distributor to sell children’s programming internationally on a barter basis.
Nelvana co-CEO Michael Hirsch hopes to announce the partnership’s first barter deals by MIP’ Asia.