Media choice: icarly.com

Alison Wilde, Director, new business and marketing EMEA, PHD, Marketing, Tuesday, 27 May 2008, 12:00am,

I didn't know what to expect when I sat down to watch icarly.com. I have a three-year-old daughter who only watches Fifi and the Flowertots, Dora the Explorer and CBeebies, so my knowledge of TV for slightly older kids with real people in it is somewhat limited.

It was, however, an opportunity to look into the future. Would this become one of my daughter's favourite shows in a year or so?

It didn't start well. My daughter pronounced the show 'boring' on sight of the DVD, but within 30 minutes we were both won over - it is very entertaining. The 'show within a show' concept of two friends who accidentally become web stars overnight, and the story of their daily lives at school and home, is great and allows the different platforms to work together. The show itself is a brightly coloured, energetic romp, the script is witty and packed with jokes for all ages and there are uncomplicated characters. Even my daughter was gripped by the singing and the theme that girls are cleverer than boys.

I was interested enough to also have a nose at the website, where kids are able to get involved by uploading videos and posting comments - potentially a great brand extension, though it still looked like it had some way to go. I can see a great future for Carly and her friends. I'd definitely watch another episode - CBeebies permitting, of course.

Media owner: Nickelodeon.

This article was first published on Marketing