Cross-Media: The Children’s Market Leader Takes New Paths in Introducing Formats
The Successful Cartoon Series Angela Anaconda Will Be Launched on the Internet
The cartoon series Angela Anaconda, which has received international awards, is a highlight in the Super RTL program for autumn 2001. But Angela and her friends will already be on the screen in July. Not on television, but in a unique format at www.TOGGO.de. Children can approach the program playfully and interactively. It will be the first time that a TV series in Germany is first shown on the Internet. Around the same time, a related comic series will be launched in Super RTL’s new print magazine. Two months after it is introduced on-line, Angela Anaconda will be shown on television.
With this innovative marketing strategy, Super RTL will give its target group the opportunity to interactively approach the different characters and the unusual aesthetics of the format. Angela Anaconda is a unique 2-D/3-D cut-and-paste cartoon from the celebrated Decode studios Canada).
“Cross-media“ is currently the headword in the media industry and is growing in importance. Since Super RTL introduced the umbrella brand TOGGO, cross-media has been a daily component of Super RTL. Under the name TOGGO, the channel concentrates all the activities that have made it children’s favorite channel Europe-wide. In addition to TV as the core platform, Super RTL has other instruments – including its homepage and new print magazine – that offer excellent possibilities of using cross-media.
Program director Susanne Schosser and Matthias Büchs, director of operations and responsible for the channel’s on-line activities, explain Super RTL’s cross-media strategy, using the series Angela Anaconda as an example.