WebBrowser

Selling to Kids, March 8, 2000

In this installment of Web Browser, we surf kids' TV sites from a child's point of view. These sites are some of the best out there, but they prove even the cream of the crop have room for improvement.

Ranking system: * = Web Waste; ** = Snoozefest; *** = Going for Gold; **** = Jackpot

HEADLINE

Site & Ranking: Cartoon Network, http://www.cartoonnetwork.com, *** 1/2 Kid Appeal: The site features plenty of opportunities for kids to take charge. They can vote on their favorite characters for a Top 5 listing, and Campaign 2000 lets kids vote for characters and enter a sweepstakes for a home theater system.

Cartoon Network's games were some of the best we've seen, not only because they were fun and had broad age appeal, but because the site provides clear, concise instructions for playing them before they load. Kids' Web sites often offer a great game that ends up frustrating kids (and editors) because they aren't sure which buttons to push, or even the object of the activity. Cartoon Network also handles the touchy area of software downloads with a lighthearted, common sense approach. The page displays a character from the game and tells kids if they can't see the character, they're one click away from the download. Web Premier Toons - cartoons that premier online - are a fabulous concept, but we found long wait times despite our speedy corporate Internet connection. We gave up

Mom Appeal: Cartoon Network has an extensive privacy policy - it doesn't sell or distribute information to third parties, and parents of kids under 13 get an email notification when kids submit information on the site. The site conducts voluntary surveys, sweepstakes and contests that may require personal information.

Moms who are comfortable with their kids viewing Cartoon Network content on television should have no problem with the Web site. Partners & Promos: Kraft Kids is the sponsor behind Campaign 2000. Advertising is devoted mostly to Cartoon Network shows, with a MaMaMedia banner ad.

Site & Ranking: Fox Kids, http://www.foxkids.com, ** 1/2 Kid Appeal: Digimon, though it will never attain poke-status, is well-liked by kids, and Fox Kids takes full advantage of the property. There's a digi-banner at the top of the home page, and a Digimon site includes a fun (but instructionless) game and clips from the show. Digital monster cards that evolve with one click also are cool.

Other TV programs represented on the site include "Xyber 9," "The Avengers," and "Sherlock Holmes - The 22nd Century." Each show is presented in the same format, even down to the fonts - a few character pictures and bios, and a brief summary of the show with video clips. The identical presentations are somewhat easier to understand when you consider the shows themselves are almost indistinguishable. Try to find a Fox Kids show that isn't about an "infamous team of cybernetic robot animals" or a "chosen one, civilization's last hope." It's not an easy task.

Web pages for the BoyzChannel and the GirlzChannel also were duplicates with slightly varied color schemes. Giving separate properties their own distinct online looks might help kids identify them more easily."

Mom Appeal: Since the content of the Web site is basically promotions for the TV shows, moms who are okay with Fox Kids' TV content will be comfortable with the Web site. Many of the shows do contain violent content, however, and the site definitely has an older look and feel, with dark colors and high-tech graphics. The privacy policy is sound, with no personally identifying information collected unless it is volunteered. Moms may also appreciate a special list of easy-to-understand rules for kids' use of the site. Partners & Promos: Most advertising is confined to Fox properties, including Digimon," "Nascar Racers" and "Power Rangers."

Site & Ranking: Nickelodeon, http://www.nick.com, *** 1/2 Kid Appeal: Nickelodeon knows how to leverage its properties for lots of kid fun. A simple ""Wild Thornberrys"" maze game is challenging and mesmerizing - guaranteed to produce long visits. A game on the ""Rugrats"" home page lets kids splatter monkeys with baby food per the infamous scene in "The Rugrats Movie."

There are, however, some pesky downloads for additional software to play many of the games.

The site gives kids their voice, allowing them to speak up on everything from political figures to what shows Nick will run from 7 p.m. to 10 p.m. on Friday nights in the U-Pick Friday feature. ""Rugrats in Paris," "Caitlin's Way,"" and the Kids' Choice Awards 2000 are gearing up on the home page." Mom Appeal: An expansive privacy policy makes the site easy to navigate without sharing much personal information at all. The trusted Nickelodeon properties also give the site Mom clout.

Partners & Promos: Kellogg's is advertising free samples of Snack 'Ums on the Nick site, and Mattel produces the Wild Thornberrys" toys for a 21-Day-Giveaway. Children's Television Workshop partners on Noggin.com." >TK