NBCUniversal-owned KidsCo is focusing on emerging markets in Asia and Eastern Europe for growth next year as the International children’s network gears up for a makeover in early 2013.
“The initial focus will be on Asia. We view Asia as a growth area. In Asia, we are gaining subscribers and signing new clients, and this is core to growth. We are able to source a lot of content in Asia,” KidsCo managing director Hendrik McDermott told Daily Variety.
The aim is to hit the ground running next year, with a completely refreshed on-air look and graphics package, with a much stronger content lineup in January, McDermott said, adding, that “going forward, we will commit a lot more into dubbing into local languages. Children want to watch TV in their own language.”
NBCUniversal Intl. bought a controlling 51% stake in KidsCo in May in partnership with existing shareholder and content supplier Corus Entertainment, which also upped its equity in the channel to 43.8%.
Original backer Cookie Jar has exited the joint venture, but signed a multi-year content licensing deal to provide programming for KidsCo’s channels worldwide.
Earlier this month, KidsCo said it had licensed a slate of new content, including “Beyblade,” “Grossology,” “Rolie Polie Olie,” “Jacob Two-Two” and “Babar,” from Nelvana, which is owned by Corus.