TV producers

want to follow the path of Rovio Mobile Developer, but publishers are more skeptical about applications

TV producers FremantleMedia

is the creation of divisions of the application, in the hope that, following birds in anger, but publishers are more cautious about the possible return of the investment in applications. This, at least, was the result MIPJUNIOR conference in Cannes during the weekend.

a panel discussion on television producers and book publishers work together in a discussion is whether these partnerships will generate a new wave of applications. John Rice, executive director of the Irish Jam Media Studio Animation, said it was inevitable, "especially the books of the shelf and around the animation, you can use the assets of its television production and put in the books. "

Not everyone agrees, however. Helen McAleer, managing director of Walker Books UK publisher was clearly cautious about whether the applications can be lucrative spin-off books. "I'm not 100% satisfied that the application is the way to go," he said. "I'm still not convinced that the investment must be made to an application, the ROI is good enough. "

McAleer went on to say that she is more interested in the EPUB format 3 e-book, scheduled for launch in 2012, and will provide more flexibility for publishers of illustrated books. She leaned back in his skepticism about the implementation of Emma Cairns-Smith, director of licensing in the UK publisher Egmont.

"With an electronic book that can be sold at about the same price as the book, but once you put in an application that does not sell at 99 pence," he said. " There are real business problems around. It is much more expensive for us to apply for an e-book, and yet they can charge less for it. This is the dilemma. "

In one session, after MIPJUNIOR, head of the acquisition of Random House Children screen entertainment and the development of views mirror Macmillan Fiona Cairns-Smith. "With an application that passes a huge amount of money in development, and it sells for a very small amount of money. An eBook is much closer to the philosophy of price for a traditional book."

Meanwhile, Penguin Group publishing director Eric Huang said he believes that at present there is much mileage in trying to launch a new intellectual property as a first application, before that it is a book or television program. "Requests have worked for brands such as mega-Peppa Pig, Thomas the Tank Engine, but something with a launch of the application is very risky," he said.

There is a real contrast here, however. TV producers are more willing to do just that, and they all cite the same IP address as a mobile source of inspiration: Angry Birds. The producers took note of 350 million downloads of this franchise - not to mention booming sales of plush toys and developer Rovio promise to become a television series and / or movies -. And they wonder if they can follow their example

anger was not the only non-TV brand regularly cited MIPJUNIOR sessions of the weekend. Virtual worlds Club Penguin, Moshi Monsters and distinguished by its popularity among children - and expand into other forms of entertainment and merchandising
MIPJUNIOR

In another debate focusing on the convergence of e-books and animation, Kay Benbow applications CBeebies controller discussed in a less commercial.

"It is always important to generate a love of reading and the ability to track a story," he said. "Technology allows us to interact with fascinating stories of a new and different content, stories or narrative activity tablet can involve children in a pre-literacy than two years can easily use iPads:. . is totally intuitive to us. We hope that by putting the content there are different ways you can encourage a love of reading in the future. "