Fox Kids Latin America’s new interstitial campaign, to fully launch this month, aims to set the network apart from its competitors in the region, namely the number one-rated Cartoon Network, but also Nickelodeon and Discovery Kids. The network began teasing audiences with the new ‘Equippo/Equippe Fox Kids `99,’ a 36-member team of typical kids from each of Fox Kids Latin America’s broadcast regions, with a countdown in November that highlighted a different ‘Fox Kid’ each day. In addition to the team, Spanish- and Portuguese-language VJs have been cast to host the segments.
According to Mary Ann Halford, senior VP and GM, Canal Fox/Fox Kids Latin America, branded programming comprises three topic categories: Fox Kids News, Fox Kids Sports and Fox Kids Hollywood, in which Latin American VJs cover news from the entertainment capital. Two language feeds will be produced: Spanish encompassing the Buenos Aires, Chile, Mexico and L.A. regions, and Portuguese for the Rio de Janiero, Sao Paulo and L.A. areas.
Segments featuring the team doing various activities will bolster branding efforts and bridge cultural differences between the various countries, says Halford. ‘It’s a challenging market to create interstitials for,’ she notes, pointing out that each Latin American country has a distinct cultural identity.
The move to create interstitials with real Latin American kids is unique in the region, says Marisa Garcia, director of on-air promos for Fox Kids Latin America. ‘Cartoon and the other [kid's programmers] are pretty much all animated. They don’t do a lot of on-air interstitials and don’t put kids on the network.’