Spreading the Digital First Word

15th November 2018

It's been a busy couple of months with Dom and Juliet, travelling the globe to spread the word about Plug-in Media's specialist expertise, digital first media production.  The past month has seen the company's two principals speak on this topic at conferences in Québec (Cartoon Connection),  in Amsterdam (Cinekid) and Ghent (Cartoon Digital). 

It's no secret that our original IP, Tee and Mo began as a suite of games on the CBeebies website - followed by 6 animated music videos for Youtube, before the 50-episode TV series launched.  This makes perfect sense when you work in a media landscape where kids expect to find their favourite entertainment brands on every device.  Traditional and new media platforms all recognise that new content can break across multiple platforms - it's been all eyes on properties such as Club Penguin, Moshi Monsters, Talking Tom and the like - and from our perspective games, short-form and audio all provide quicker and more cost-efficient routes to market for brands than the traditional TV-first model.

Going digital-first works for the following reasons: 

  • It plays directly into children's consumption habits.
  • It provides a live beta environment from which to test and iterate.
  • Your audience provides you with data: facts, figures, likes and dislikes.
  • Your audience seeds and grows.
  • It enables you to control costs and build partnerships - the right ones.
  • It helps you to define your proposition - meaning less to invent later on.
  • It opens up revenue opportunities.
  • It lessens the risk for other media gatekeepers.
  • You can fail quick and fail fast!

We've been discussing these points with audiences far and wide and opened up the debate about the role of traditional broadcasters, the power of algorhythms and the challenge of discovery.  Without a doubt digital-first brings with it a set of new challenges - but we're excited to be amongst the trail-blazers.



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