Shorts pick up steam as kidcasters seek to build stronger brand identities

Though common sense would seem to dictate that shorts may not be the best way to spend precious development dollars - they can't be tracked in the ratings, they're more expensive to make, and there's no market for them in the U.S. with its dogged adherence to the half-hour format - many broadcasters are nevertheless ramping up their shorts portfolios of late. The kids TV universe is overcrowded in most international territories, and broadcasters are finding that the expense of running shorts is eclipsed by the benefits - namely stronger brand identities, more fluid programming schedules and launchpads for new talent.
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October 1, 2003

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