Discovery Kids Sizes Up Competition.

A four-feet tall baby bottle, a two and one-half inch skateboard and a family unlike any seen on children’s television are only a few of the elements that kids will find in a clever and creative on-air campaign designed by Discovery Kids for Latin America and Iberia. The series of 30-second television spots was created to promote
the channel’s new Small, Medium and Large programming block strategy, which was launched in April.

“The S, M and L promotion was created in order to bring cohesiveness to the new schedule and consistency to the on-air look, making it easier for kids to know when they can find their favorite shows” said Stephen Friedman, Vice
President of Marketing for Discovery Networks Latin America/Iberia. “This campaign plays to the core mission of Discovery Kids, which is to engage the imagination of our viewers,” he added.

The channel starts the day with its “Small” preschool block, which airs from 7:00 a.m. until 3:00 p.m. (Miami time) and features favorites like Teletubbies, Bob the Builder, and Muppet Babies. A two-hour expansion of this block was recently made in direct response to the tremendous popularity of its programs, making Discovery Kids the number-one provider of preschool programming of any panregional network in Latin America. The channel then transitions to its “Medium” afternoon block from 3:00p.m. to 4:00p.m., offering kids 6-8 a friendly alternative to animation with shows such as Going Wild With Jeff Corwin and Naturequest. After “Medium”, the channel moves into its “Large” block designed for older kids, which begins at 4:00 p.m. and features the channel’s most popular programs such as Popular Mechanics for Kids, Discovery Kids Story Studio and Mega Movie Magic.

“Our goal was to create a quirky, fun and even at times absurd campaign that our kids could enjoy.” said Jesus Rodriguez, director of on-air marketing.

In addition to size designation, each block also has a new on-air look, color, music and logo designed for each corresponding group of kids. The provocative campaign also encourages kids to venture into the other blocks,
satisfying their curiosity to see what the others find so entertaining.