December 9, 2011

Programmers Bait Millennial Males With Animation

By Kaylee Hultgren

Programmers seeking millennial viewership have their work cut out for them, particularly when it comes to developing shows in the scripted realm. But one thing they acknowledge is the appeal of adult-themed animation—specifically with the younger male demo.
 
Neal Tiles, CEO of G4, ranks animation at the top for his demo’s wish list, citing Adult Swim as a network model. “Where scripted does work is in the animated realm,” said Tiles. In fact, G4, which appeals to the 18-49 male demo, would be all over the genre—if it weren’t for a lack of resources. “You look at men 18-34, and 7 of the top 10 shows are animated (on cable, that is). And with 18-49, 5 of the top 10 are animated. So there’s definitely something about being able to strike a chord with guys, with animation that’s well written and well executed.”
 
Though until now they’ve just dabbled in it, animation is something they have to continue to try, said Tiles. “I think at this point we’re not quite there yet, but I think it’s something we should be looking at.” It’s animation’s irreverent vibe that’s appealing, he added. “It’s suspended belief, but it also allows the user to put their guard down and sort of consume the content in a more normal fashion,” he said. “The juxtaposition of animation with irreverence is something that’s not expected. I think that’s one of the key things for guys is [you] really have to hit them with something they weren’t expecting.”
 
Karmaloop CEO Greg Selkoe agreed. Nets like Adult Swim master the vibe that the online retailer is looking to replicate come next year when it launches its own network, KarmaloopTV. “There are certain formats that are clever, artistic, funny—but still not too serious,” he said. One of the TV programs in development is an adult-themed puppet show called “Rat Rung Rull.” Though not animated, the show aims to tap into Adult Swim-style humor.
 
More on this topic in CableFAX Daily’s 12/10/11 issue.