Creación de marcas infantiles de animación transmedia y multipantallas"Piny, Institute of New York" y "Cleo&Cuquin"/"Familia Telerín"

Abstract

During the last decades, the concept of the screen has been modified, since the arrival of the digital technological revolution and the normalization of the use of devices, the famous "multiscreen homes" with individualized users are generated; in addition to the standardized consumption of transmedia brands In children and adults. For children, the media and, the most influential, television, consolidates values, ideologies or beliefs, so it is convenient to know how producers create and the decisions they make duling the construction of the transmedia franchises of children's animation. This research delves into mass culture, culture of convergence and participatory culture. Theories, principles and complex terms of the transmedia of children's animation, Spanish and European audiovisual child regulation in order to contextualize the current reallty of multiscreen and transmedia content. Latest consumer trends of the infant in the multi-screen revolution, division of targets in the Spanish rating system and the new trend of adaptation of children's television channels to transmedia brands. Review of children's programming from its beginning to the present as well as the situation of Itallan children's channels. Likewise, the profile of the child transmedia consumer and the new ecology of the media are exposed. It presents the use of audiovisual content, the user of transmedia brands and prosumidor "fan fiction", "media fandom" that characterizes this segment of the population, development of media competence, digital literacy of the child and parental control. It deals with the construction of transmedia entertainment brands and transmedia narrative world (branding) in animation franchises for children. Strategic aspects highlighted by the creator In the construction of the transmedia storyworld for children and an in-depth study of the transmedia strategy. In addition, the figure of the producer, business models of franchises, the human team, techniques and creative processes, trends in marketing, current Spanish producers and national and international children's brands. The research Is based on the creation of transmedia and cross-platform brands developed In Spain from two case studies: "Cleo & Cuquin" and "Piny". "Cleo & Cuquln" or "Familia Telerín" renews content towards a target of 3 to 5 years; "Piny" is a new Famosa and Ánima Kitchent franchise with a style similar to the "Pinypon" toys in girls from 6 to 8 years old. An lnterpretative investigation Is proposed based on a qualitative methodology following the "grounded theory". We study the construction of the two brands chosen from unstructured and semi-structured interviews, document analysis and participant observation, validated by multiple triangulation. Finally, the code is produced (theoretical coding) and the data collected from the Atlas.ti program are categorized into families, the category network is formed and the results/conclusions report is constructed according to the objectives set, namely, current trends, knowledge and points of view In the creation of transmedia/multiplatform creators, production methodology, quality criteria, advantages and disadvantages for the producer in the use of transmedia, its strategies, main decisions of the creators, creative aspects, types of transmedia brands and pedagogical vision of the producer in the two cases investigated.