Consolidated fronts TV research

Consolidated Communications' digital practice Connect has been appointed to build awareness of kids' channel Nickelodeon's first piece of large-scale worldwide research.

The London-based agency will target the consumer parenting press and trade audiences such as bloggers to boost the profile of Nickelodeon’s Digital Playground research project, based on a survey of 18,000 young people in 16 countries.

The research shows the extent to which digital technology influences children aged between 7 and 12.

Key findings include that 50 per cent of the kids polled use the term ‘Googling it’ to identify searching the internet, and 70 per cent use ‘MP3 player’ to describe a generic music player.

The Digital Playground project is part of a larger study by MTV Networks called Circuits of Cool, looking at how older teen consumers, or the ‘digital generation’, use technology.

Consolidated is part of a four-agency roster unveiled by Nickelodeon parent company Viacom earlier this year (PRWeek, 16 March 2007). Consolidated was appointed to focus on a party conferen­ces and brand projects brief for sister channel VH1.

Consolidated board director Anthony Moore leads the Connect team looking after the Nickelodeon project.

Moore said Consolidated would also be working on promoting Nickelodeon’s websites Nick.co.uk and Nickjr.co.uk following the unveiling of the Digital Playground research.

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