LazyTown stands stronger than ever. The company's relatives are big-hearted and seem to have every reason to be optimistic about the business in the coming years. "We have just become part of the Turner group, which in turn is part of Time Warner. Those agreements were finalized late 2011, and the purpose, among other things, to bring on board an owner who has the right distribution channels," say...
In fact, the succes of LazyTown is such that there is no doubt that the series, and those behind the production, will reach the “top” in the world of children’s content production in the west, and even beyond, according to Olivier Brémond, CEO of the Marathon production company. He mediated the agreement between LazyTown and Disney in Europe, which was signed yesterday.
“The children’s market in the United States and Europe is remarkable in that you are either everywhere or nowhere – you either enjoy great success or none at all” said Brémond in an interview with Morgunblaðið. “I’ve never seen a series achieve as much success as LazyTown has achieved so far, with the upcoming episode not yet completed, e.g.” he says.
Brémond says that LazyTown’s agreement with Disney in Europe, as well as similar agreements that have been made with other distributors in other countries, are significant. “The competition in this market is such that it is not uncommon for producers of new children’s content to offer their series to television stations free of charge, because the most important thing is to get the shows on the air.”
LazyTown was able to choose from a group of interested buyers and received a higher price than the going rate in this sector. Brémond says people sometimes underestimate the market for children’s content on television. “In the countries where the majority of households have cable television, the most watched channels are those that specialize in showing children’s content, e.g. such as Super RTL in Germany and Nickelodeon in the US. In addition, it is much more common for children’s content to travel between countries, for children’s programs produced in one country to appeal to children of other nationalities.” Brémond says that children can easily distinguish good TV content from bad.
“Children are the same everywhere, and they want to watch good television, just like their parents.” Ágúst F. Ingason, deputy director of LazyTown, said it was the company’s policy not to reveal the value of contracts like these, but said that the value of the contract would be more than the people of LazyTown would have expected and more than children’s shows were getting at the moment.
Marathon, is one of the largest producers of children’s material in France and responsible for popular cartoon shows such as Spæjurur and Gormi, which are also shown on Sjónvarpin.