Peter Robinson’s Post

A pleasure to be the penultimate stage of MIPTV 24 Cannes. Another beautifully curated market by the wonderful MIP team I was blessed with a topic of interest and a lineup full of insight: Guy Bisson led us in on how, where and when AI can be used along the development and production process. I expect him to be pitching new show ideas in 2024 🍿 Tom Bowers spoke about the importance of fans interacting and being part of their favourite content experiences. This is nothing new, but is richer than ever… …which Arash Pendari followed up with on how AI can enhance the discovery and personalisation of content and how this is more important than ever with the fragmented media space Craig Peters finished us off with a rallying call for the content industry to migrate from being the battery powering the data model, to shepherding the way AI should be adopted and used My three overarching takeaways 1. AI is here. It’s not going away. And it offers opportunity 2. The need for the creative industry to own the narrative, both in how AI is used and how stories are made 3. To avoid tech for tech sake.

I'm really excited to be heading back over to Cannes for MIPTV this April with Carole OLLERDISSEN and the team. We will be focussing on the evolution of AI. I have at times felt like a passenger as AI rapidly evolves my business (data) and the business I serve (media). So I am hugely thankful to be able to host leading experts in the space... Arash Pendari, Founder and Creative Director, Vionlabs Craig Peters, CEO, Getty Images Guy Bisson, Executive Director, Ampere Analysis Tom Bowers, Founder/CEO, Hypothesis Media ...who are focussed on ensuring AI supports what the human powered creative industry does so well - make inspiring content. The key objective from this session is to bring a common language to the AI space. What do we know, and how can it help. When I first started supporting the media industry, content choice was limited. The Internet changed how we make, distribute and monetise content. AI is now changing it further. The ability to build communities around loved content has never been more important, or possible, to brands and their fans. As they both navigate a fragmented media-verse in search of each other. https://lnkd.in/ernCdwWv

When I was seven I cracked my tooth playing tag running into a wall I had it fixed Re-cracked on the bottom of a swimming pool I had it fixed Re-cracked it playing rugby I gave up. When I smile, you'll notice I have a tooth shorter by far. Smiling is one of the most important pieces of communication in the world. I live in Yorkshire, we all smile at each other, whilst out shopping, walking our dogs in the moors, or on the school run. We discuss our days in London. Its busy and fast, heads are down, smiles are less frequent. Even though Londoners are just as nice. The world needs more smiles. And no-one needs more smiles than children. Which is why the kids media industry is so hugely important - it is a factory of smiles and laughs and human connection. The content quite literally makes little humans happier and more resilient. And not just in the moment, forever - happily ever after. For the talented content makers that ability to make others smile and feel joy is art, a natural skill. BUT There is also science behind smiles. Working with the amazing team at Wantent AI (Lesha Shaldenko, Ph.D @Vladlena Revina), we began to explore what made kids smile and why. And we found patterns everywhere: - How George, the quiet brother of #peppapig was a smile wizard - That the generational spanning puns from #bluey aged it beyond pre-school - The infectiousness of the close up smiles in #Cocomelon - Why collaborative moments in #Gabby'sDollhouse teach that helping others creates smiles Thanks as always to Sarah Bea Milner and the Kidscreen, who take my jumbled words and craft them happy. You can quite literally make the world happier today, by smiling at someone. Magic.

Every word from Alexi Wheeler resonates here. In 2014 with Nicki Karet and Alison York we developed a model called 'Fanatomy', which has evolved since. The whole purpose of this was to understand how audiences adapted the universes they loved into the context of their lives. My resonating memory from the research was that the message a creator intended was not always the audiences personal interpretation. This was a huge compliment - if you inspired audiences to relate, identify and create adaptations; fans would be born. Jacqueline Wilson, J.K. Rowling and more recently The Sidemen are great examples of 'text-makers' who have something to say, but also embrace their communities personal interpretations. The content Universe becomes infinite As Alexi perfectly states, with the evolving creator tools at our disposal in social, gaming and still most importantly real-life play, there has never been a richer time to make, listen and build fans. And the coolest thing, whilst the IP business model has changed with more fragmented casual audiences, people still want to love something. The number of potential fans of 'what inspires you' (the creator) has not declined. As someone quite keen on consumer insight, I've always referenced Jan Carlzon's 'Moments of Truth'. An obsession with validating consumers decision to chose a brand by perfecting experiences at each touchpoint. The only difference four decades later is that your fans don't just want to be served, they want to build those authentic experiences with you.

Looking forward to talking at MIP Jr. on Saturday 14th at 2:30pm. I'll be talking AI with the awesome Eline Van Der Velden Lesha Shaldenko, Ph.D Helen Shaimanova and Greg Harman on the future of AI in the media and content industry. Each speaker brings their own unique experience, with creative backgrounds embracing what AI has to offer. We'll be discussing what it is within the context of content development, the opportunities it presents, how it is being used and the limitations and risks. We plan to look into the future in where and how it will help content makers, but also provide practical tips on where and how to get started. Please join the speakers and I for the talk and a meet and great after the session. Looking forward to seeing you all in sunny Cannes.

Linear TV may be in decline, but the content that originated on it is gathering HUGE collective views across multiple platforms. I wrote this Kidscreen article (pg48-49), with KidsKnowBest data, but it applies to all audiences. https://lnkd.in/eTq5mssY For tween and teen audiences, the content they love is their social playground online and offline. We've met teens who once invested hours in Adventure Time episodes, scouring for easter eggs to laugh about in the playground. Now they are older, time poorer, but still socially driven. Those easter eggs, once scoured for, are now served, collected and shared in social and messaging spaces. Brands need content across the spaces that help audiences become fans. We often talk of the negative impact social spaces (content streams, media, games, messaging) has on all users, and we have evidence to support this. But it also has benefits to both the content makers and consumers. One example; it offers users access to more diversity, niche content and communities. Likewise for content makers it allows your audience to take your content, relate to it and re-imagine it in their world, which we know is a huge driver of long term fandom. Did the creators of Grey's Anatomy, House, Pawn Wars, Suits, Adventure Time, Family Guy imagine that their masterpieces would now be served as season 13, episode 7, scene 3, pt2 on TikTok with a top comment being 'please post the next episode asap'

Looking forward to presenting at The Children's Media Conference with Zamil Zareen on behalf of KidsKnowBest next week. We're on at Wednesday the 5th at 3:30pm and Thursday the 6th at 9:30am. We will be talking about #generationall. The anti-generation insight presentation focusses on how we often try to segment people by age, gender and demographic factors, when actually so much of what makes us unique is our interests, passions and behaviours. We will, with interviews from children, parents / guardians and grandparents, debunk the myths and show how our behaviours bind us and not just our demographics If you want to know the psychology of why #unboxing, #prime and #fortnite skins are no different to trends and behaviours that came before, this is the presentation for you. Caveat; this presentation is in no way motivated by me getting older, and trying to remove age as a determining factor in who we are

Having spent four years exactly KidsKnowBest, one year more than initially planned I am proud to finally be launching #gonewith a data-led consultancy to help brands find, engage and retain their early adopters and fans. More on this soon. The growth we achieved KidsKnowBest has been one of the most thrilling experiences of my career. In the four years I've been there the rockstar team have 20x and more on the client base, revenue and most importantly quality of work. Rob Lough vision of putting the voices of kids at the heart of the brands and content makers remains at the heart of everything I believe in. I'll continue to work closely with Jack Day Rebecca Stringer Joel Silverman, awesome travel buddies and have changed the way my brain works, and the KidsKnowBest team Zamil Zareen and I will be working on #GenAll for KidsKnowBest at The Children's Media Conference, which I can't wait to share with everyone in July You can find me at pete@gonewith.co.uk