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Fortune has an article about the battle between Viacom (Nick Jr. & Noggin) and Comcast (Sprout) for preschool viewership.

I found this to be interesting:

What makes this battle for munchkin mindshare unusual is that Comcast and Viacom have very different strategies. Comcast believes the appeal of Sprout—and particularly Sprout On Demand—will discourage customers with young children from leaving for competing satellite services. At the same time, it hopes parents who get into the habit of ordering free on-demand shows for their kids during the day will be more likely to order pay-per-view movies at night. Programming chief Jeff Shell says he doesn’t need to sell a lot of commercials to turn a profit: Because Comcast did not demand a share of merchandising revenue, we were able to get the programming on very attractive economic terms, he says.

I completely agree with the brand loyalty concept. However, I don’t think you have to trade merchandising for loyalty. I know that when I considered switching to a satellite service a year ago, the lack of Noggin was a dealbreaker. As for the on-demand ordering carrying over, well I just don’t know.

Article Link: Comcast and Viacom Battle For Kids

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This entry was posted on Thursday, December 1st, 2005 at 7:43 pm and is filed under Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.