Sebastian Debertin, head of international content, acquisitions and coproductions at ZDF and ARD’s children’s channel KiKA in Germany, discusses a saturated content market and why the industry needs to build an “ethical vision” for artificial intelligence.
Sebastian Debertin
What are the biggest challenges for kids’ TV in 2024?
There are many buzzwords and topics out there, but these are the most important issues from my point of view. First, budget cuts, with a huge rise in costs in all areas, for example tech, production, distribution costs for linear and digital coverage. Second, AI discussions, which for good reasons frighten many people in our industry and the need for a clear ethical vision on how to use AI for good. Third, a truly challenging fragmentation of the attention of the different audiences because of too many players trying to open the wallets of customers, who in many countries have already arrived at the point of feeling that enough (content offerings) is enough. AVoD also needs to prove to the ad industry it will reach customers in the mid and long run. And finally, being part of a global industry, we all need to work sustainably and responsibly at every stage.
What programming trends do you expect to see this year?
There has never before been a time with so many trends and so many niche programme offerings. Is that a good development? Yes, it brings additional creative and production possibilities and it strongly helps to reflect real diversity in our societies. However, we also need to advocate for a better understanding to keep society together, everywhere in the world. KiKA, with the help of our partners at ARD and ZDF, is listening carefully to our kids’ audiences. We are all learning from that input to set new fresh trends that enrich the views of our audience on our world in a positive way.
How will AVoD and FAST continue to impact the kids’ business?
Some people say there are probably too many AVoD and FAST channels already trying to get the eyeballs of the audience at the same time. The same refers to SVoD and I am not sure whether offering bundled packages will be enough to address this problem. We will see a good number of these online services vanish after a certain time, with heavy losses of investments.
How will demand for content evolve in 2024?
There is always demand for great, high-quality, best-in-class content, whether for streamers or for a hybrid content provider like KiKA, with our still very strong linear kids’ TV channel and successful non-linear offerings. Ultimately, all of us need to work with the best partners possible in our industry in order to create and produce great content with a long shelf life. A long shelf life also means sustainability. Another crucial question will be how to get and keep awareness of the high-quality programming we offer, as the market is currently so fragmented. For me, this is possible just with a clear and smart strategy, which of course is very costly, as the industry has had to learn.
How will the faltering economy change commissioning/buying in the kids’ industry this year?
With the extreme rise of costs on all levels, including to heavily promote linear and non-linear offerings, as well as with the budget cuts, it is a time that needs all our attention and hard work, perhaps more than ever. But, I do believe in a children’s programme landscape that will recover soon and prosper and flourish again in the medium term.
What impact will AI have on the kids’ business?
That is an important question for all of us. But I wouldn’t worry too much, it’s better to invest the energy into an ethical vision for AI. I urge all partners in this business to jointly discuss and build this vision soon. AI surely will not harm the industry in terms of creativity, because these AI systems by nature cannot really be creative. They just reflect or mingle known content, pretending only to present new creative results to you. AI is perhaps also okay for creating mood boards, as I recently learned. I believe there are a good number of non-creative areas and tasks where AI can be of help, saving time and money, while giving people more time to concentrate on creativity.
Did the strikes in the US have any consequences for the kids’ industry?
The temporary breakdown of production and supply chains had an impact on kids’ media, however, that did help to leverage demand for European content.
