Global potential of Peppa16 Jan 2014 08:09
Have a read of this new article on Peppa to grasp the global potential:
Http://www.worldscreen.com/articles/display/2014-1-10-kid-eone-family-monica-candiani-peppa-pig
"Monica Candiani Talks Peppa Pig
By Jessica Rodríguez
Published: January 10, 2014
Monica Candiani, the director of international sales for eOne Family, talks to TV Kids about their children's property Peppa Pig and its performance in Latin America.
Entertainment One (eOne) Family is a company that produces, distributes and licenses recognized programming properties. One of its more well-known series is the animated preschool show Peppa Pig, which follows an adorable piglet who lives with her little brother George Pig, Mummy Pig and Daddy Pig. Some of Peppa's favorite things are playing, dressing up, and going out and jumping in mud puddles. The episodes feature daily activities such as going to parks, swimming, visiting grandparents or biking.
According to Monica Candiani, the director of international sales for eOne Family, the property airs on Discovery Kids Latin America with "incredible ratings, particularly in Brazil, Mexico, Colombia and Argentina, which are seeing prominent figures, even if the show has been on the air just since last May." Candiani says that since December 2013, Peppa Pig is also broadcast on Televisa, which will expand its audience reach.
Candiani also points out that the success of eOne Family's programs through numerous territories "has shown that they have an intrinsic universal appeal that transcends different cultures, and we think that is because children around the world can relate to the simple humor of daily family life."
In addition to the local language, many broadcasters air the show in English, "which represents an opportunity for brand expansion through education in the English language," says Candiani. "Initial plans are to work with specific categories, among them publishing in two languages and online language tools."
"Latin America is a large market with high potential in terms of business," Candiani says regarding the appeal of that particular market for the company. "Somehow, the taste and culture of Latin American consumers is very similar to the European market, such as Spain, Portugal and Italy, and considering how Peppa has taken advantage of those markets in terms of licensing and merchandising, we are confident that we can replicate that success in Latin America."
Exim and Televisa are Peppa Pig's agents in Latin America, and they have been working closely with eOne to reach agreements with a number of licensees in key categories, according to Candiani. They have also secured the categories of publishing and toys throughout the region, with several new lines in negotiation, including deals on clothing.
Regarding future plans for the property, Candiani says the goal is to build on the success of the brand, "ensure that the TV