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“Hipster Parents” Part 2
January 22, 2008
So how did “Yo Gabba Gabba” do it? Despite the fact that it was voted one of the 10 best television shows of 2007 by Time Magazine, the creators say that they set out to craft more than a television show.
The author, Rob Walker, writes:
[T]he idea of simply creating “a show” is antiquated. What is created now is a property, a platform, a brand, a multimedia idea, which obviously has to be Big on the Internet. And indeed, Advertising Age recently pointed out that “Yo Gabba Gabba!” clips have attracted 17.8 million streams from Nickelodeon’s Web site, compared with about 4.4 million viewers of a typical episode of the actual program.
In other words, they didn’t just create a television show with some elements that appealed to adults. They created a brand that lent itself to the Internet, cell phones, PDA’s, DVD’s, CD’s and the other means that the new generation of parents and their children uses to grab information and entertain themselves.
In this era of sweeping change, it will be helpful to study this newest generation of parents and get a handle on what they want for themselves and their children and how do they go about finding it.
Posted by Richard Gottlieb on January 22, 2008 | Comments (1)
