DICK CLARK REACHING OUT TO KIDS MARKET.

Byline: Brent Hopkins Staff Writer

BURBANK - America's oldest living teenager wants to broaden his appeal to a bunch of 7-year-olds.

Dick Clark Productions Inc. on Monday announced the creation of a children's division that will further diversify its entertainment offerings. The firm plans to emblazon its famed founder's name across its Dick Clark Kids offerings, betting that a half-century worth of brand recognition will help in the crowded market.

``We thought the Dick Clark name would generate interest when seen by parents and grandparents,'' said Jules Haimovitz, vice chairman of DCPI. ``When they're looking at it, it allows it to stand out from the pack. It takes a lot to get any product noticed, and certainly Dick's reputation for quality, family-oriented programming precedes him.''

First on the slate will be the 2004 launch of ``The CanBees,'' a computer-animated and live-action hybrid set for DVD and books. The series will feature animated bees teaching children the motivational side of the work world.

Even relatively unknown properties such as this can get a boost with a well-known name on the label, as witnessed by the success of Clark's Burbank neighbor, The Walt Disney Co.

``If you look at Disney products, they do,'' said Carrie Dieterich, vice president of marketing for the Encino-based Video Software Dealers Association. ``I don't know how much Dick Clark does for it, but his name would cause people to look at it. The target audience has no idea who Dick Clark is, but their parents do.''

The firm's pitch will be to the 3- to 8-year-old segment, hardly devoted fans of ``American Bandstand'' and ``New Year's Rockin' Eve.'' Though television has been DCPI's mainstay, Haimovitz said the firm would be very careful to establish itself in the direct-to-video realm before jumping into the dense, competitive TV marketplace.

Not a bad idea, according to John Higgins, deputy editor of New York- based trade Broadcasting and Cable Magazine.

``When you're talking about the cable networks, you're talking cheap, cheap, cheap, cheap,'' Higgins said. ``They don't pay much because they don't have to. Their model is largely built on owning as much as they can and paying as little as conceivable.''

So unless ``The CanBees'' can generate enough interest among youngsters at home, Higgins doubts they'll make it into broadcast or cable distribution alongside popular offerings like Nickelodeon's ``Rugrats'' or ``SpongeBob SquarePants.''

``It's great if you can hold an interest and you hit something that ends up having merchandising rights,'' Higgins said. ``But it's not the most fabulous business in the world.''

Brent Hopkins, [phone]

brent.hopkins(at)dailynews.com