Qubo wants some ad dollars now that it has kiddie crowd.In the mature broadcast TV industry, Qubo Ventures ranks as kid's stuff. But there s nothing small about the children network's recent ratings numbers. Los Angeles-based Qubo is a joint venture of ION ion, in chemistry ion, atom or group of atoms having a net electric charge. Positive and Negative Electric Charges A neutral atom or group of atoms becomes an ion by gaining or losing one or more electrons or protons. Media (formerly Paxson Communications, the largest independent owner of broadcast TV stations in the country), book publishers Scholastic Corp. and Classic Media/Big Idea, Canada-based Corus Entertainment Corus Entertainment Inc. TSX: CJR.B NYSE: CJR is a publicly traded Canadian media and entertainment company. Corus is a market leader in specialty television and radio with additional assets in pay television, advertising and digital audio services, television , and Los Angeles-based NBC Universal NBC Universal is a media and entertainment company formed in May 2004 by the combination of General Electric's NBC with Vivendi Universal Entertainment (part of the French Media Group, Vivendi SA). GE owns 80% of NBC Universal with the remaining 20% owned by Vivendi SA. , a unit of General Electric Co. The company was formed in May 2006. Qubo produces a programming block that includes "Veggie-Tales," "Babar" and "Jacob Two-Two." It airs in English on NBC NBC in full National Broadcasting Co. Major U.S. commercial broadcasting company. It was formed in 1926 by RCA Corp., General Electric Co. (GE), and Westinghouse and was the first U.S. company to operate a broadcast network. and ION's I network, and in Spanish on Telemundo, a subsidiary of NBC. Since its debut in September, Qubo has averaged a 1.0 gross rating and 436,000 total children in the 2-11 age category. Between Sept. 9 and Oct. 14, NBC, which carries Qubo on Saturday mornings, has increased its average rating for the 2-11 demo demo - /de'moh/ 1. A demonstration of a product, often of an early version or prototype. A demo is a far more effective way of inducing bugs to manifest themselves than any number of test runs, especially when important people are watching. 2. demo version. 3. by 16 percent. Its ratings totaled 74 percent higher than for the same period in 2005. Meanwhile, competing broadcast networks CBS (Cell Broadcast Service) See cell broadcast. , ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. and Fox, have shown significant ratings declines--from 19 to 67 percent--in the same demo compared to last year. The I network, a collection of stations that airs Qubo on Friday afternoons, has increased its viewership view·er·ship n. The people who watch a television program or motion picture: a largely male viewership. 163 percent in the 211 category since the start of the season. Among Hispanics, Telemundo's Saturday morning performance is up 17 percent for children 2-11 versus the same point a year ago (62,000 viewers versus 53,000). In a programming sector vilified by youth advocates for excessive toy-promotion and commercial exploitation, "Qubo's early successes demonstrate the opportunity that exists in the kids category for a fresh, distinctive destination for children and families," said Rick Rodriguez, the company's new president. Having won over the hard-to-reach kids audience, Qubo now must convince advertisers to provide the big numbers preceded by dollar signs. To that end, the company last week announced the hiring of Kerry Hughes as senior vice-president of advertising sales. "Qubo is redefining the quality of programming choices for children and presenting new opportunities to advertisers who seek a fresh and trusted environment for kids and families," said Hughes. She plans to develop a multi-platform strategy by launching a 24/7 digital television network on ION's television station group, video-on-demand services and a branded Web site, in addition to Qubo's broadcast exposure. Staff reporter Joel Russell can be reached at jrussell@labusinessjournal.com, or at (323) 549-5225, ext. 237. |
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