• by Wayne Friedman , May 9, 2006

NBC, like CBS, is revamping its Saturday morning kids' programming time slot. But NBC is looking to go CBS one better--by launching a kids' network across a variety of video distribution formats, including a new digital network.

NBC Universal, and ION Media Networks (the former Paxson Communications) will run a new traditional kids' programming block--as yet unnamed--which will extend to NBC and Telemundo stations, as well as the 60 stations that comprise Ion, formerly known at Pax TV, through a new multicasting digital network off of Pax TV stations' local signals.

ION, NBC, and Telemundo stations will be the primary beneficiaries of the new kids' programming block--which, in part, will target educational programming helping to meet FCC-mandatory kids' weekly programming requirements. The kids' shows will not run concurrently in all video platforms.

ION will be the 51 percent owner of the new network, with the content partners--including NBC--having equal equity interests in the remaining 49 percent. NBC owns 32 percent of ION. The new network replaces the NBC-Discovery kids' programming deal that ends in September, when the new ION-led network starts up.

Canadian-based Corus Entertainment, which owns Nelvana Entertainment, will be a major provider of programming. In addition, TV production company Classic Media/Big Idea, known for its successful "VeggieTales" animated series, is also a partner, as well as TV kids' production/print company, Scholastic.

The new NBC-ION network may be somewhat late in coming to the market. Although there isn't a formalized kids' upfront market--and little money has been placed--many kids' networks have already made presentations.

"Buyers have already made their decisions," said Shelly Hirsch, veteran kids' media buying executive, most recently CEO of Summit Media Group, "unless they offer something compelling."

Here's another concern: "Those producers [Corus, Classic Media, Scholastics primarily] produce pre-school programming," said Hirsch. "Right now that's a soft marketplace."

Earlier this year, CBS announced that it was ending its relationship with Nickelodeon, which provided programming for CBS' kids' Saturday morning block. CBS then struck an agreement with DIC Entertainment for a new kids' programming block called "CBS's Secret Saturday Morning Slumber Party," which will also start this fall.

The NBC-ION network will focus much of its kids' programming efforts on literacy and education. It will launch a "Smart Place for Kids," a branded destination place for all its across media platforms, including both English- and Spanish-speaking children and families.

Telemundo will also add Sunday mornings kids' programs in January. In addition to the branded Web site, the new network will also have a Video On Demand component.