Jetix Europe consults the experts: kids themselves

August 1, 2008 by Kate Calder

What’s the best way to make sure your channel plans are in line with what kids want? Try asking them. Eight junior TV execs-in-training were recently invited into Jetix Europe’s London HQ for the first-ever Jetix Kids Council meeting. Made up of five boys and three girls ages seven to 10, the advisory board was selected from more than 2,000 applicants who responded to on-air spots, online postings and ads in UK-based kids magazines seeking ‘telly-wizards’ to help steer Jetix’s programming and advertising development plans.

During the kick-off meeting, kids gave feedback on screenings of shows in Jetix Europe’s pipeline, as well as promos, online content and web design. MD Boel Ferguson says the Jetix team lapped up intel on everything from funniest characters to confusing website elements, but the most valuable aspect of the exercise was the face-to-face interaction with the channel’s actual audience.

The kids council is set to convene for boardroom meetings twice a year, and in the meantime, Jetix plans to continue a constant dialogue with the kids through a password-protected microsite that will periodically prompt the young advisors to chime in on specific questions, as well as encouraging the spontaneous posting of ideas and suggestions at any time. At the moment, Jetix doesn’t have any plans to duplicate the council project in other territories, but Ferguson does acknowledge that the company often implements successful research and marketing initiatives across its global swath.