French terrestrials stay the course to maintain kid airwave equilibrium

The encroachment of dedicated kidnets onto terrestrial turf seems to have slowed down over the past year, with recent Médiamétrie results showing virtually no erosion in the terrestrial share of the four- to 14-year-old audience. The French ratings tracker puts the latest terrestrial take at 54.7% (December 31, 2001 to June 16, 2002)--up marginally from last year's 52.8% (February 19, 2001 to July 29, 2001). In keeping with this ratings stability, most terrestrial nets are sticking with their current strategies, which have them moving away from a be-all-things-to-all-kids approach in favor of greater demo specialization and kid-to-channel connection.