In the following report, marketing executives at the leading U.S. companies that broadcast and syndicate children’s programming talk about their relationships with brand marketers.

They discuss what they are doing to help brand advertisers get their messages to consumers beyond the traditional purchase of broadcast time.

Some of the broadcasting marketing executives describe internal organizational changes they have instituted to make their companies more responsive to advertisers’ needs. Others discuss attitudinal changes that have taken place within their organizations, and others detail their own efforts at building brand identities for themselves, and the effect that has had in helping to drive their messages through to consumers.

The report also includes a variety of specific examples of promotional programs, many of them developed by broadcasters, that show how broadcasters and syndicators have worked with brand marketers to add value to their clients’ campaigns.

In this report:

NBC poised to build its brand: p. 18

Cartoon’s draw is loyal viewers: p22

Britt Allcroft: Value in itself: p. 23

Bohbot expands promos: p.24

Fox affiliates play key role: p.26

Nickelodeon: ‘Do what kids like’: p. 28

At Hearst, it’s all integrated: p. 29

Saban offers one-stop shopping: p. 32

CBS looks for alliances: p.33

WB pushes its icons: p. 34

Buena Vista links with Kellogg’s: p.35