Watch this and more MIPJunior sessions in full video, here
AwesomenessTV founder Brian Robbins’ MIPJunior keynote, moderated by C21Media’s David Jenkinson, was a big draw of today’s Digital Kids track.
His illustrious career started as mullet-sporting Eric Mardian in Head of the Class. But if you’re an early-born millennial, you may know him best for his later projects: All That, One Tree Hill, or Kenan and Kel.
Then the internet happened, and the explosion of YouTube, transforming perfectly ordinary kids into stars, like Fred.
« When (Nickelodeon) asked me to talk to Fred », who was making waves with teens, « I thought my career was over, » Robbins joked.
In the end, he became such a fan of Fred that he raised funds for the « Fred » film independently. « It’s still one of the highest-rated movies in the history of Nickelodeon, » Robbins beams. Three sequels were produced in the years that followed.
A lot’s changed for him since then. In 2012 he launched AwesomenessTV, a YouTube-exclusive channel for kids and teens, purchased by Jeffrey Katzenberg’s DreamWorks Animation in May 2013.
« It was in my experience, watching how my kids consumed content, that I realised there was disruption brewing, » Robbins reflects. « What used to take me years to develop and get on network TV now just takes two weeks. The whole window has collapsed for us. »
AwesomenessTV launched with over 20 shows — an amount that peers considered risky. But Robbins sensed it was the right choice: « We — as adults — like to eat meals. Kids? They snack a lot. »
Especially with content they love. « Deliver what they want, when they want, and constantly refresh it. »
The success of AwesomenessTV is a testament to his being right: today it boasts 1 million subscribers and 200m video views. Half of the latter are from outside the US; half is mostly mobile — an opportunity Robbins has no intention of losing.
« We’re gonna live everywhere. YouTube is just the beginning, » he says. Right now, his team’s working on a mobile app and PlayStation access.
« If you want to reach and engage kids, you have to go where they are, » Robbins stresses. « Of all the entertainment channels on YouTube, we have the highest engagement for kids and teens. »
And the content isn’t necessarily different from what network producers know. One AwesomenessTV show, Side Effects, was made for YouTube, but « looks like it could be on TV, » said Robbins.
Neither should we be surprised. « What’s happening online today is similar to what happened on TV 25 years ago. Just as brands like MTV changed TV, new brands like AwesomenessTV will change the ‘net. »
It’s simply a question of being super-targeted and knowing your audience. « For us it’s kids and teens … we know who our viewers are and what they’re telling us. »
And what are they telling us?
« When you speak to kids, the No. 1 thing they want to be is famous, » Robbins reveals. « They don’t even know for what. They just want to be famous. That’s what’s beautiful about YouTube, » and the reason why he decided to launch a multi-channel network: « for the kids who’d be the YouTube stars of tomorrow. »
Providing that chance is crucial as the lines of consumption and participation blur. The recipe for AwesomenessTV’s success can be distilled thus: « We are strictly one demo. We are 25m teens. They don’t care about CPMs… all we promised them was the chance to participate. And they came in droves. »
Luckily, the cost of failure is much lower on YouTube than on TV. « My Nickelodeon colleagues will produce two pilots [to ensure success], » said Robbins. « Now we can produce multiple pilots a day. »
Not to say this is a kiss of death for broadcasters. « People are watching more TV than ever before, » Robbins reassures. « We’re just filling periods of time that kids have… when they’re waiting at the dentist » — with help from their mobile devices, of course. « We live in a world where people are impatient. »
But it is clear that broadcast moguls sense the opportunity. « 9 months into the process, AwesomenessTV was bought out by Jeffrey Katzenberg of Dreamworks Animation, » Robbins reminds us. « That should tell you a lot about where the space is headed. »
Has the acquisition changed the way Robbins works? Has, for example, Katzenberg asked Robbins to make a film, an audience member asked. « No, he wants me to stay in my lane, and stay out of his business, » said Robbins.
Watch this and more MIPJunior sessions in full video, here
