South American kids TV report

Iñaki Ferreras ©RapidTVNews | 23-11-2011

A report recently published by the Chilean National TV Committee covering five South American markets ‑ Argentina, Chile, Colombia, Peru and Brazil – has taken an in-depth look into the area of TV programming for children.
The study shows that in these countries audiovisual formats for kids are usually cartoons (63.4%), followed by animations (9.4%), series (12.8%), miscellaneous (6.0%), continuous (4.7%), report/news (2.1%) and, finally, telenovelas (1.7%).
Cartoons were again the most popular format in Argentina (61.9%), followed by series (28.6%) and telenovelas (4.8%). In Brazil, 61.7% of all kids’ programming available were cartoons, with formats (10.6%) and series (17%) lagging behind. This hegemony of cartoons is even more notorious in Chile, where cartoons occupy 75.4% of kids’ timeslots, with series (15.9%) far behind. Colombia and Peru were the two markets where cartoons had less impact on general TV screens, with 56.8% and 54.2% respectively. Animation ranked second in Colombia, with 16.2%, and series followed with 5.4%. The same order is followed in Peru, where animations hold 33.3% of the kids’ market share, and series follow with 4.2%.
With regard to themes and genres, the report states that 37.7% of children’s programmes deal with everyday life issues, 23% feature adventures, and 13.6% include war-related entertainment. 13.6% are about having fun, 5.1% deal with nature and 2.1% are about art, music or culture.

When taking each country into account, Argentina’s programming for kids usually deals with everyday life issues (42.9%), war (28.6%) and adventures (23.8%). In Brazil, content focuses on everyday life issues (40.4%), war (21.3%), having fun (10.6%) and adventures (19.1%). Everyday life issues were again the most popular in Chile (39.1%), followed by adventures (33.3%), war (13%) and having fun (5.8%). The same can be said of Peru, where everyday life issues can be found in 37.5% of all content, with having fun (29.2%) and adventures (16.7%) following behind. In Colombia, everyday life issues are still the most popular albeit to a lesser extent, with 27% of all kids’ content featuring them. Adventures (17.6%), having fun (21.6%) and war (9.5%) are also within the top four most popular themes.

As for the different target audiences to which content is addressed, the study shows that 15.3% targets babies and preschoolers (0-5 years old), 43.4% targets children aged 6-9 years old and 41.3% targets 10-12 year-olds.

In Argentina, 4.8% of content was directed at babies and preschoolers, 19% to children 6-9 years old and 76.2% to those aged 10-12. Brazilian screens showed more programmes for babies and preschoolers (10.6%) with children from different ages targeted more evenly (55.3% of content was for 6-9 year-olds while 34% catered to a 10-12 year-old audience). The baby and preschooler demo in Colombia was represented even more, with 16.2% of all content directed at it. 6-9 year-olds hold 35.1% of the total kids’ content share, while 48.6% of all content targets 10-12 year-olds. In Chile, 13% of its television’s kids’ timeslot was dedicated to babies and preschoolers and 49.3% to 6-9 year-olds. Following the general trend, 37.7% catered to 10-12 year-olds. Finally, in Peru the tables were turned. A whopping 37.5% of kids’ content is for babies and preschoolers, while 50% caters to 6-9 year-olds and only 12.5% to 10-12 year-olds.
The study also showed that 43% of all content is from the US, 11% is from Spain, 9.6% from Colombia, 7% from Mexico, 7% from Asia, 5.7% from Chile, 5.3% from Brazil, 4.8% from Canada and 1.8% from co-productions between different nations.
More than half of all kids’ content in Argentina comes from the US (57.1%), with Mexico (14.3%) and Europe (9.5%) trailing behind. Brazil did show evidence of national kids’ programming. Despite 55.3% of its content being imported from the US, 23.4% of it is made locally. Asia (6.4%) and Europe (4.3%) complete the content pie. Colombia is the only country airing mostly local content (29.7%), combined with content from the US (24.3%), Europe (13.5%) and Asia (10.8%). Chilean screens are mostly fed by US content (53.6%), followed by Chilean productions (18.8%), European programming (8.7%), Canadian shows (7.2%) and Asian content (4.3%). In Peru the market is more evenly-spread with 29.4% of all kids' programming coming from the US, 29.4% from Europe, 23.5% from Mexico, 23.5% from Latin American countries and 5.9% from Asia.