WEBVTT - Making Sense of Sensical, a New Digital Video Hub for Kids 0:00:08.119 --> 0:00:10.400 It wasn't long ago in my home and when it 0:00:10.440 --> 0:00:12.479 came time to find a movie the whole family could 0:00:12.520 --> 0:00:16.120 watch together. Making the decision involved a visit to the 0:00:16.160 --> 0:00:20.239 common Sense Media website. There you can find detailed guidelines 0:00:20.280 --> 0:00:22.919 on how appropriate a wide range of titles were for 0:00:23.040 --> 0:00:27.240 kid viewers. Now, common Sense is stretching in a new direction, 0:00:27.440 --> 0:00:30.960 launching over the summer of free, ad supported streaming service 0:00:31.440 --> 0:00:35.239 just for children with the brand name Sensical. Leading this 0:00:35.360 --> 0:00:39.000 venture is the CEO of common Sense Networks, Eric Burger, 0:00:39.080 --> 0:00:42.320 who joins me today to help make sense of Sensical 0:00:42.920 --> 0:00:54.320 the first award from our sponsors. Welcome back to strictly 0:00:54.360 --> 0:00:57.760 Business where we're talking with Eric Burger, CEO of common 0:00:57.840 --> 0:01:02.240 Sense Networks. Hey, aren't good to talk to you. As always, 0:01:02.400 --> 0:01:05.360 you and I go back to your days at Sony Pictures, 0:01:05.360 --> 0:01:08.080 where you were a real pioneer in the streaming space, 0:01:08.160 --> 0:01:10.200 leading the way on one of the earliest brands to 0:01:10.280 --> 0:01:13.959 make a go at premium streaming entertainment at Crackle. So 0:01:14.000 --> 0:01:16.679 no doubt this sets you up nicely for this new gig. 0:01:17.520 --> 0:01:22.360 Oh it does. There's just tremendous learnings from from doing that. Obviously, 0:01:22.400 --> 0:01:24.759 I'm a believer in AD supported, and I think there's 0:01:24.800 --> 0:01:28.959 a place for services like that in everyone's personal bundle, 0:01:29.000 --> 0:01:31.240 and you see that playing out very much so in 0:01:31.280 --> 0:01:35.720 the market today. But also there's great lessons around psychographics. 0:01:35.959 --> 0:01:39.080 You know, everyone gets very focused on demographics in an 0:01:39.080 --> 0:01:42.959 ad world, and that makes sense, but just understanding specifically 0:01:43.040 --> 0:01:45.920 what people are looking for, what their motivations are, with 0:01:45.959 --> 0:01:48.440 their beliefs are, is critical, and that's a big part 0:01:48.480 --> 0:01:52.040 of the opportunity I saw here. There is a shift 0:01:52.080 --> 0:01:54.560 in consumption that's happening, as I saw when I was 0:01:54.600 --> 0:01:58.440 at Sony, the shift to to streaming UM into the 0:01:58.480 --> 0:02:02.360 living room. Uh, but the shift and consumption for kids 0:02:02.520 --> 0:02:05.800 is profound, uh, and it's very different. My kids are 0:02:05.800 --> 0:02:08.960 a little bit older now, but they've moved to open 0:02:09.200 --> 0:02:13.200 user generated platforms that are not specifically designed for kids, 0:02:13.720 --> 0:02:15.919 and eight of them are spending an hour a day 0:02:16.080 --> 0:02:19.240 on these on these services where the content is not 0:02:19.320 --> 0:02:23.280 necessarily appropriate for their age, the advertising is not appropriate, 0:02:23.360 --> 0:02:27.839 it's algorithm driven, and you know, parents are overwhelmed with 0:02:27.880 --> 0:02:31.200 what to do about this, and you know, I think 0:02:31.240 --> 0:02:33.400 this is another opportunity in a place to step in. 0:02:34.040 --> 0:02:37.520 So talk a bit more about what the play is here. 0:02:38.080 --> 0:02:42.360 What sensicle is what content it brings to the table. Yeah, 0:02:42.680 --> 0:02:45.840 so we've borrowed you mentioned common Sense Media and they've 0:02:45.880 --> 0:02:50.080 been evaluating content for almost two decades and we've borrowed 0:02:50.120 --> 0:02:54.600 and adapted their ratings intellectual property that's based on age 0:02:54.600 --> 0:02:58.840 appropriateness and child development stages, and we've put that and 0:02:58.840 --> 0:03:02.520 applied that to short form video, digital first video, some 0:03:02.680 --> 0:03:07.760 studio video as well. And UM created this industrial process 0:03:07.800 --> 0:03:11.480 for rating and curating content, and we're out there rating 0:03:11.520 --> 0:03:14.880 and curating a lot of content that is in line 0:03:14.919 --> 0:03:18.960 with where kids are today. It gives them another opportunity 0:03:19.080 --> 0:03:21.800 to watch the content that they want to watch in 0:03:21.840 --> 0:03:24.440 a type of environment that they're used to. But it's 0:03:24.480 --> 0:03:29.000 all UM safe. It's beyond safe. It's healthy, it's got 0:03:29.200 --> 0:03:33.440 learning attributes for it so parents can feel confident, and 0:03:33.600 --> 0:03:36.720 it's free and accessible. So it's an about services on 0:03:36.800 --> 0:03:40.640 all devices. Will have fifty plus topic based channels, will 0:03:40.640 --> 0:03:43.280 have three live channels, and will have an opportunity for 0:03:43.360 --> 0:03:46.160 kids and parents to favorite things and make their own channel. 0:03:46.560 --> 0:03:48.960 And as far as the I P itself, are these 0:03:48.960 --> 0:03:51.760 gonna be titles that kids are familiar with? Is there 0:03:51.800 --> 0:03:55.880 any original content it's very familiar with. So it's a 0:03:55.880 --> 0:03:59.240 combination of digital first content and studio content. You know, 0:03:59.240 --> 0:04:02.240 on the studios we have people like Sesame Workshop and 0:04:02.480 --> 0:04:07.360 Albana and nine Story and Jim Henson and Tell Thomas 0:04:07.400 --> 0:04:11.400 and Barbie Vlog and very familiar brands that kids and 0:04:11.440 --> 0:04:14.760 families are used to UM but are but meet our 0:04:14.800 --> 0:04:19.440 criteria obviously UM. But then we also have many, many 0:04:19.480 --> 0:04:22.240 digital first creators and some of them are very big. 0:04:22.400 --> 0:04:25.760 The kids know Pink Thong, super Simple Songs, Mother Boost, Club, 0:04:25.960 --> 0:04:28.760 Bounce Patrol. But some of them are these hidden gems 0:04:28.839 --> 0:04:30.880 that aren't caught up in the algorithms of some of 0:04:30.920 --> 0:04:35.080 these services, and we've found them. But all told, I think, uh, 0:04:35.360 --> 0:04:39.800 it's over about three billion views last month of the 0:04:39.839 --> 0:04:43.440 creators whom we've licensed, so there's a lot of activity there. 0:04:43.480 --> 0:04:46.040 The key is to know what's the good stuff. You know, 0:04:46.120 --> 0:04:48.800 parents just don't have the tools or the wherewithal to 0:04:48.920 --> 0:04:52.400 find out or separate what is healthy and what is 0:04:52.440 --> 0:04:55.039 not healthy from a content perspective. So we've done that. 0:04:55.400 --> 0:04:57.600 So to answer your question, in the first instance, it's 0:04:57.600 --> 0:05:01.800 all licensed content that we're ingesting more system and publishing 0:05:02.400 --> 0:05:05.560 UM and over time as we learn more about the data, 0:05:05.720 --> 0:05:08.320 what's working. Is it science for nine year old? Is 0:05:08.360 --> 0:05:10.840 it sports for six year olds? We'll have the tools 0:05:10.839 --> 0:05:15.840 and the information to use more original programs. Back up 0:05:15.920 --> 0:05:18.680 for me if you will. I'm curious what it was 0:05:18.800 --> 0:05:22.720 like when Common Sense came to you, because they're not 0:05:22.800 --> 0:05:26.359 obviously known in the video streaming space. There are not 0:05:26.600 --> 0:05:30.000 for profit and here you are leading a profit for 0:05:30.160 --> 0:05:34.520 profit extension. So what was their pitch to you? The 0:05:34.600 --> 0:05:39.400 pitch was that there parents had been coming to them. 0:05:39.400 --> 0:05:42.279 You know, many ten million people a month they use this. 0:05:42.320 --> 0:05:45.760 They're six of schools with their Digital Citizenship curriculum. They 0:05:45.800 --> 0:05:49.200 have a reach through all of these devices and partnerships 0:05:49.200 --> 0:05:52.880 like Apple, Sky and the Comcast two million people a month. 0:05:52.960 --> 0:05:54.840 And their pitch was their parents are coming to them 0:05:54.839 --> 0:05:59.320 and saying what about short form, what about these open platforms? 0:05:59.360 --> 0:06:01.479 What can we do about this? And that there was 0:06:01.480 --> 0:06:06.200 a way to activate this very passionate base towards this 0:06:06.279 --> 0:06:08.520 other media. And you know, they have been looking at 0:06:08.520 --> 0:06:10.760 this issue for years and looking at models like nat 0:06:10.800 --> 0:06:14.360 GEO or Smithsonian that had put for profit media extensions 0:06:14.839 --> 0:06:17.599 in front of a nonprofit that approved value back to 0:06:17.640 --> 0:06:22.200 the nonprofit but are you know, independent media organizations. And 0:06:22.360 --> 0:06:25.080 I just again, I had seen this opportunity in this 0:06:25.200 --> 0:06:30.320 progression of kids moving to these platforms over time, But 0:06:30.440 --> 0:06:32.160 how do you start How do you start a service 0:06:32.160 --> 0:06:35.400 in one I mean, with what's going on in the world. 0:06:35.480 --> 0:06:37.719 You need to have the brand permission, you need to 0:06:37.720 --> 0:06:39.919 have a built up audience base, and you need to 0:06:39.920 --> 0:06:42.440 have something unique in terms of the i P. The 0:06:42.520 --> 0:06:45.320 i P being the ratings and the child development guidelines. 0:06:45.560 --> 0:06:47.400 And that's what I saw. That was a pitch, That's 0:06:47.400 --> 0:06:51.320 what I saw in the opportunity. And I totally get 0:06:51.400 --> 0:06:56.400 what you're saying in terms of the opportunity to attract kids, 0:06:56.880 --> 0:07:00.240 but the reality is as far as I could see, 0:07:00.240 --> 0:07:02.520 and and look, there's other ventures out there that target 0:07:02.640 --> 0:07:05.800 kids with you know, kids only streaming services, but the 0:07:05.880 --> 0:07:09.920 overwhelming majority of the viewing is already happening on the 0:07:09.960 --> 0:07:14.240 big platforms where they may not be well served by 0:07:14.320 --> 0:07:18.720 the algorithms or whatnot, but they're there. So is the 0:07:18.800 --> 0:07:22.760 central challenge for sensical sort of carving out a place 0:07:22.840 --> 0:07:26.600 on people's iPhones and iPads to watch in a different 0:07:26.640 --> 0:07:30.040 app than they usually do. It is and and in 0:07:30.080 --> 0:07:34.480 the living room by the way rights it is, and 0:07:34.920 --> 0:07:38.760 I think you just alluded to this. It's apparent play. Initially, 0:07:38.880 --> 0:07:41.920 the customer acquisitions the parents. The retention is the kids. 0:07:42.000 --> 0:07:45.000 The kids this once they get there. But you have 0:07:45.200 --> 0:07:47.440 you know, we've done study after study after study common 0:07:47.520 --> 0:07:52.520 sense and and for this offering, and of parents say 0:07:52.560 --> 0:07:56.400 they're frustrated with what's available to them. Um, they just 0:07:56.440 --> 0:07:59.200 don't have the tools and the wherewithal to do something else. 0:07:59.240 --> 0:08:01.560 They want what's better for their kids, and they want 0:08:01.760 --> 0:08:05.160 educational values in the content that they're watching. They want 0:08:05.160 --> 0:08:08.960 to see role models. Um, they want learning based content 0:08:09.520 --> 0:08:12.320 based on topics of interest to their kids, and they 0:08:12.360 --> 0:08:14.840 just want to know that it's safe and backed by 0:08:14.840 --> 0:08:17.160 a third party. It comes back over and over again 0:08:17.160 --> 0:08:19.760 in every study we do. So the key is to 0:08:20.160 --> 0:08:22.640 leverage the audience that we have, leverage the brand that 0:08:22.720 --> 0:08:25.640 we have, and to put something in front of parents 0:08:25.640 --> 0:08:29.680 and give them the tools, uh to to let them 0:08:29.680 --> 0:08:32.880 have the experience that they're asking for. One of those 0:08:32.880 --> 0:08:36.520 tools is the parent zone aspect of what you're doing, 0:08:36.600 --> 0:08:40.480 which is describe how this you know, I think really 0:08:40.520 --> 0:08:43.920 speaks to what is core to the sensical pitch, which 0:08:43.960 --> 0:08:48.880 is making parents feel safe it's pretty amazing. Actually, we 0:08:49.679 --> 0:08:53.160 you know every UM I mentioned this industrial process. So 0:08:53.400 --> 0:08:57.480 we have a person watch and rate and tag every 0:08:57.559 --> 0:09:00.240 video of every show, and there's hundreds of right area 0:09:00.280 --> 0:09:04.520 that go into it, and the criteria are learning attributes 0:09:04.640 --> 0:09:08.280 like math and science and making and moving UM. But 0:09:08.320 --> 0:09:11.360 there's also social and emotional criteria that go into it, 0:09:11.400 --> 0:09:14.360 like compassion and curiosity and perseverance, and then there's hundreds 0:09:14.360 --> 0:09:16.680 of topics that go into this as well. So we 0:09:16.800 --> 0:09:19.440 have all of that metadata tagged in the content, and 0:09:19.480 --> 0:09:22.120 we combine that with the consumption of what the kids 0:09:22.120 --> 0:09:25.800 are watching and generate these learning reports for parents in 0:09:25.840 --> 0:09:27.839 the parents zone, so they know and they can look 0:09:27.880 --> 0:09:30.160 at it two weeks. They know, this is the videos 0:09:30.200 --> 0:09:34.960 that my child watched along the learning scales math, science, making, moving, 0:09:35.400 --> 0:09:36.960 but this is also what they watched in terms of 0:09:37.000 --> 0:09:39.440 topics like did you know your child spent three percent 0:09:39.480 --> 0:09:42.280 of their time watching dinosaurs or watching sports or watching 0:09:42.320 --> 0:09:46.360 cooking UM. And so they get this way to not 0:09:46.440 --> 0:09:48.600 only know what their kids are learning on the service, 0:09:48.679 --> 0:09:51.559 but to engage with them further, to extend the conversation 0:09:51.760 --> 0:09:53.880 and the learning experience with them. And it's a very 0:09:53.920 --> 0:09:57.360 differentiated there's nothing like that. Yeah, I mean it almost 0:09:57.360 --> 0:10:00.600 sounds like you're describing a curriculum with an aspect that 0:10:00.800 --> 0:10:03.640 is like a parent teacher conference telling us what our 0:10:03.760 --> 0:10:08.679 kid is absorbing exactly. Yeah, no, that's exactly exactly right. 0:10:08.720 --> 0:10:11.400 And and um, and you can go as deeper, not deep, 0:10:11.440 --> 0:10:13.600 as you want to these reports. You can dip in, 0:10:13.679 --> 0:10:16.360 you can dip out. Um, they're there. They have a 0:10:16.400 --> 0:10:18.520 seven day look back or a thirty day look back 0:10:18.559 --> 0:10:20.559 at what your child is watching. And again it's not 0:10:20.600 --> 0:10:25.280 too we have time limits, of course, but this isn't 0:10:25.320 --> 0:10:29.920 about um, you know, monitoring or cramping down on screen time. 0:10:30.000 --> 0:10:32.040 This is a little bit about embracing what your kids 0:10:32.040 --> 0:10:35.000 are learning from this. And that's one of the big differentiations. 0:10:35.040 --> 0:10:37.840 It's not just safe the content. We say healthy in 0:10:37.920 --> 0:10:41.040 that there are learning attributes and a learning promise here 0:10:41.120 --> 0:10:43.360 and and that's great for parents to take advantage of 0:10:43.360 --> 0:10:48.640 those twos. But what's interesting about your pitches, Unlike just 0:10:48.720 --> 0:10:51.160 about every other streaming service out there, you're sort of 0:10:51.240 --> 0:10:56.800 proudly not algorithm driven. When you know, streaming, we're told 0:10:56.880 --> 0:11:00.439 is all about the algorithms and driving you zeros to 0:11:00.480 --> 0:11:03.280 get more and more engaged so how do you reconcile that. 0:11:03.440 --> 0:11:07.600 I know it is um. It is handcrafted and put 0:11:07.640 --> 0:11:10.240 together and it needs to to give that right experience. 0:11:10.280 --> 0:11:13.600 But we put a lot of thought into these programmed channels. 0:11:13.679 --> 0:11:16.400 I mentioned there's fifty channels on the service and that 0:11:16.480 --> 0:11:19.360 will just continue to grow, and those are based on 0:11:19.800 --> 0:11:23.160 these topics and passion areas. So, um, you know the 0:11:23.200 --> 0:11:25.800 problem on the algorithm services as they go down the 0:11:25.880 --> 0:11:29.120 rabbit hole, and oftentimes that rabbit hole doesn't end well. 0:11:29.679 --> 0:11:32.080 And this we say is the safe rabbit hole. So 0:11:32.320 --> 0:11:35.400 if you like live action and how to content like 0:11:35.640 --> 0:11:38.640 sports or drawing or dance or cooking or d a 0:11:38.840 --> 0:11:41.760 y or building, you know that's there for you. Um. 0:11:41.800 --> 0:11:45.040 But if you're passionate about dinosaurs or animals or video 0:11:45.080 --> 0:11:47.360 games or out of space like those are there for 0:11:47.400 --> 0:11:50.640 you too, again thoughtfully programmed. But then the fundamentals of 0:11:50.679 --> 0:11:53.880 preschool are also there, so the reading, the math, the science, 0:11:53.920 --> 0:11:58.520 the history, music, making moving, positive messages and role models. 0:11:58.880 --> 0:12:03.000 Those playlists are there and again laid in in a 0:12:03.040 --> 0:12:05.760 way that kids can go down that that rabbit hole, 0:12:05.760 --> 0:12:07.600 but in a safe way. It's just not an Albert, 0:12:07.840 --> 0:12:10.880 It's it's a known quantity of what's going to come next. Well, 0:12:11.040 --> 0:12:13.720 another a word that comes up when you're talking about 0:12:13.760 --> 0:12:16.920 the safety factor and kids is the advertising, which, hey, 0:12:16.960 --> 0:12:20.560 it's great that you're a free service, but don't parents 0:12:20.640 --> 0:12:23.880 get a little skittish about any kind of advertising and 0:12:23.920 --> 0:12:26.400 how are you keeping that part safe? Yeah, and you 0:12:26.400 --> 0:12:29.720 can imagine this was a really hot topic for common 0:12:29.760 --> 0:12:32.079 sense media that has a lot of thoughts on what's 0:12:32.120 --> 0:12:35.079 going on with advertising for kids in the world. But um, 0:12:35.120 --> 0:12:38.280 we spent a lot of time developing best practices here 0:12:38.640 --> 0:12:41.040 and adapting a lot of the practices from television that 0:12:41.160 --> 0:12:44.439 just don't exist in digital. So there are things like, 0:12:44.679 --> 0:12:47.040 first of all, vetting the advertisement just like we've got 0:12:47.040 --> 0:12:49.199 all the content, to make sure that it's age appropriate 0:12:49.360 --> 0:12:52.199 for each of the different segments of the service. UM. 0:12:52.240 --> 0:12:54.960 And there's rules like frequency caps and the volume of 0:12:55.000 --> 0:12:57.599 ads within a pod and the distance between the pod. 0:12:58.080 --> 0:13:01.320 But the big things are category exclusions. You know, there's 0:13:01.360 --> 0:13:04.520 no sugary foods and drains, there's no fast foods, there's 0:13:04.520 --> 0:13:07.680 no theme parts UM. And the other two things that 0:13:07.720 --> 0:13:12.080 are really important are the separation of content from the advertising. 0:13:12.240 --> 0:13:13.920 This is one of the biggest things that you don't 0:13:13.960 --> 0:13:16.800 see in digital m that you've seen on TV for 0:13:16.840 --> 0:13:20.320 a while. So it's both separation in terms of we 0:13:20.360 --> 0:13:22.360 are now moving to an ad break and making that 0:13:22.440 --> 0:13:25.800 really clear for kids because they can't distinguish, but also 0:13:25.880 --> 0:13:30.040 not doing content blending advertising blended into the content. These 0:13:30.120 --> 0:13:34.120 levels of consumerism are very prevalent in digital media today, 0:13:34.200 --> 0:13:37.120 where the host is pushing the ad or doing unboxing 0:13:37.240 --> 0:13:40.920 videos and for a kid, they can't distinguish, and it 0:13:41.000 --> 0:13:44.920 has some really poor role model and character traits that 0:13:45.040 --> 0:13:47.600 come out of um that type of content that we've 0:13:47.800 --> 0:13:50.520 completely avoided on both the licensing side and the way 0:13:50.520 --> 0:13:53.880 that we're doing You mentioned ad breaks. It's also a 0:13:53.920 --> 0:13:57.720 good reminder that, and this is very sort of sensical, 0:13:57.800 --> 0:14:01.600 that it's not just an on demand platform that there 0:14:01.640 --> 0:14:04.880 are linear streams. I mean, is that kind of like 0:14:05.440 --> 0:14:08.920 essential for any streaming launch these days? It seems like 0:14:08.960 --> 0:14:12.079 it is. Yeah, But the but the consumer, you know, 0:14:12.160 --> 0:14:15.400 it's it's funny because what's old is new, sumers are 0:14:15.440 --> 0:14:18.160 are eating it up. There's times where you just want 0:14:18.160 --> 0:14:21.080 to lean back experience, and that's true for kids and 0:14:21.160 --> 0:14:25.360 that's true for parents. And so we put together three 0:14:25.600 --> 0:14:28.800 live channels, one for each of our key age segments. 0:14:28.800 --> 0:14:31.600 So we do preschool kids two to four, um, we 0:14:31.680 --> 0:14:34.040 call little Kids five to seven and then big Kids 0:14:34.040 --> 0:14:37.640 eight to ten, and each one is programmed with day 0:14:37.640 --> 0:14:41.440 parts to start your day, midday learning activity, movement in 0:14:41.440 --> 0:14:44.480 the afternoon, the flying down at story time at the 0:14:44.560 --> 0:14:47.840 end of the day. So pretty thoughtfully programmed into days. 0:14:51.680 --> 0:14:53.800 We're gonna take a quick break, but we'll be right 0:14:53.800 --> 0:15:03.760 back with more from Eric Berger, and we're back with 0:15:03.920 --> 0:15:08.520 Eric Burger, CEO of common Sense Networks. Now, you mentioned earlier, 0:15:08.520 --> 0:15:12.200 of course that Sensical is available both on mobile platforms 0:15:12.400 --> 0:15:17.280 and in living room. Talk about the distribution strategy here. 0:15:17.320 --> 0:15:19.880 I know you've got it. Seems just about every major 0:15:19.960 --> 0:15:24.080 platform lined up to get the app on there. What 0:15:24.240 --> 0:15:27.440 has that been like, because we've certainly seen headlines over 0:15:27.480 --> 0:15:30.600 the years of it how fraught that could be, and 0:15:30.680 --> 0:15:33.800 also the discovery challenge because it's sort of like, hey, 0:15:33.840 --> 0:15:36.280 it's great to be an app on a platform, but 0:15:36.400 --> 0:15:38.720 or is it's sort of like a grain of sand 0:15:38.760 --> 0:15:40.960 on the beach. Yeah, you know, this is one of 0:15:41.000 --> 0:15:43.840 the big lessons from from my from my last gig. 0:15:43.880 --> 0:15:47.240 You know, we spent years working on building up the 0:15:47.480 --> 0:15:50.120 distribution and wanted to be on all the platforms and understood, 0:15:50.120 --> 0:15:52.600 particularly with an AD supported service, you want to be 0:15:53.520 --> 0:15:56.800 as probably distributed as you can be. And that was 0:15:56.840 --> 0:15:58.680 one of the first things when I came over is 0:15:58.800 --> 0:16:01.320 getting back in touch with everybody at all these devices 0:16:01.400 --> 0:16:04.000 that I had known and the team had known, and 0:16:04.240 --> 0:16:06.840 ensuring that we were on the key platforms that matter. 0:16:06.920 --> 0:16:09.960 And the living room does matter, even for kids, and 0:16:10.000 --> 0:16:12.640 you'll see some of these big platforms are now getting 0:16:12.640 --> 0:16:15.400 an overwhelming amount of their consumption, even the short form 0:16:15.640 --> 0:16:20.080 user generated platforms are getting an overwhelming amount of consumption 0:16:20.160 --> 0:16:23.800 in the living and so it was important from my 0:16:23.920 --> 0:16:27.440 perspective for us to be there very early. The discovery 0:16:27.600 --> 0:16:30.640 is about having a great product, you know, making that 0:16:30.800 --> 0:16:35.640 known to the distribution platforms and ensuring that um, you know, 0:16:35.720 --> 0:16:38.320 you get featured. I think we have a standout product. 0:16:38.320 --> 0:16:40.520 The feedback that we're getting from these platforms is there's 0:16:40.560 --> 0:16:42.960 nothing really like it in terms of its mix of 0:16:43.080 --> 0:16:46.560 entertainment and learning and parent tools, and you know, we 0:16:46.640 --> 0:16:49.400 believe that we'll get the features that we need there. 0:16:49.680 --> 0:16:51.760 And then of course it's about activating the base that 0:16:51.800 --> 0:16:55.040 we have through common sense. I mean, there are other 0:16:55.200 --> 0:16:59.720 child centric streaming brands out there. Doodle comes to mind. 0:16:59.760 --> 0:17:02.640 They've been out there a while. But I'm wondering whether 0:17:02.680 --> 0:17:07.719 you if you see your competition as really the brands 0:17:07.760 --> 0:17:10.199 that are getting all the attention in the streaming space 0:17:10.320 --> 0:17:16.120 right now subscription driven, not kid focused, but certainly kid 0:17:16.240 --> 0:17:21.840 catering uh, services like Disney plus Netflix of course, I mean, 0:17:21.880 --> 0:17:25.040 are they your rivals. I think it's a no. I 0:17:25.040 --> 0:17:27.800 think we're a compliment to those. I think kids are 0:17:27.920 --> 0:17:31.760 using services like YouTube and TikTok the same way adults to, 0:17:32.119 --> 0:17:35.719 which is they go to the large subscription streaming services. 0:17:35.760 --> 0:17:38.840 Some of them still go to linear TV, but then 0:17:38.880 --> 0:17:42.280 they use these other platforms to fill in with different 0:17:42.320 --> 0:17:45.480 type of content, shorter form content, how to content, live 0:17:45.520 --> 0:17:49.320 action and animation in a mix. And that's what's happening now. 0:17:49.400 --> 0:17:51.160 If you look at the way kids are broken down, 0:17:51.600 --> 0:17:54.800 they spend I don't know about thirteen to fifteen hours 0:17:54.800 --> 0:18:00.560 per month on these online platforms meaning um uh you know, 0:18:00.640 --> 0:18:04.040 YouTube and TikTok and those types of services. But that's 0:18:04.080 --> 0:18:07.280 separate from their streaming time on those subscription services you 0:18:07.440 --> 0:18:10.840 mentioned busy otherwise, and that's separate from their live TV. 0:18:11.440 --> 0:18:13.680 So I think it's more of a compliment the smaller 0:18:13.720 --> 0:18:16.800 players that are emerging, you know, that's less of the concern. 0:18:16.920 --> 0:18:20.359 I think they're a little more niche and not really 0:18:20.400 --> 0:18:23.200 taking on the UM the breadth of the content that 0:18:23.240 --> 0:18:27.040 we're offering, with the learning aspects of we're offering. And definitely, 0:18:27.400 --> 0:18:30.720 while they may be UM safe, I don't think they're 0:18:30.760 --> 0:18:34.240 providing this healthy content experience where you've got child development 0:18:34.280 --> 0:18:39.360 experts watching every video within the service, but must eventually 0:18:39.440 --> 0:18:42.560 for the growth of your venture, you need to go 0:18:42.760 --> 0:18:46.119 the same place those streaming services went in the sense 0:18:46.200 --> 0:18:50.720 of getting your own original, exclusive content to the platform 0:18:50.800 --> 0:18:54.240 being the thing that really makes you stand out. I 0:18:54.240 --> 0:18:57.399 think it's inevitable over time. I would say two things. 0:18:58.320 --> 0:19:00.879 Right now, there's so much to pull in. I mean, 0:19:00.920 --> 0:19:03.320 the universe is so large of what's out there, and 0:19:03.359 --> 0:19:05.639 again there's the big brands and the hippie gaels, and 0:19:05.680 --> 0:19:09.119 so for us, raiding and vetting and finding and pulling 0:19:09.119 --> 0:19:12.840 in content is and building up these interest space channels 0:19:13.080 --> 0:19:16.040 is a really exciting challenge and we think very valuable 0:19:16.119 --> 0:19:19.040 for for kids and families. That's one. The second thing though, 0:19:19.600 --> 0:19:24.320 is um where would you begin with originals given our 0:19:24.400 --> 0:19:29.399 charter um, I think for us like understanding the data 0:19:29.480 --> 0:19:32.000 of which of the three age segments in preschool, the 0:19:32.000 --> 0:19:35.160 little kids, the biggest kids, which are the topics really matter? 0:19:35.720 --> 0:19:39.760 And finding originals that that lean into a really support 0:19:40.080 --> 0:19:42.680 where kids are gathering is going to be the key 0:19:42.720 --> 0:19:45.080 for us to get there. It's inevitable, as you say, 0:19:45.119 --> 0:19:47.760 it's inevitable, but at the right time and with the 0:19:47.840 --> 0:19:51.880 right day. Well, you've been down the original programming road before. 0:19:51.960 --> 0:19:53.879 I mean you were doing it before it was cool. 0:19:54.000 --> 0:19:57.119 I mean Crackle at Sony. In the early days, you 0:19:57.200 --> 0:20:00.639 were putting a I think probably the first add supported 0:20:00.680 --> 0:20:04.080 streamer to put premium content out there. But you know 0:20:04.119 --> 0:20:05.800 how hard it is, You know how hard it is 0:20:05.840 --> 0:20:08.480 to break through the clutter. But I would imagine you 0:20:08.560 --> 0:20:11.040 learned a lot from that. We learned a lot, and 0:20:11.040 --> 0:20:13.440 and that's why I say, let's let's look at the data. 0:20:13.520 --> 0:20:16.639 I mean, we started so early that we were shooting 0:20:16.640 --> 0:20:19.800 in the dark a little bit, and as we moved on, 0:20:20.080 --> 0:20:23.040 we really understood. You know, our our audience was a 0:20:23.040 --> 0:20:29.080 combination of gamers and streamers, and it was a multicultural audience. 0:20:29.480 --> 0:20:32.200 And when we got into the programming, as we moved on. 0:20:32.640 --> 0:20:36.200 We really lined that up very specifically, and the more 0:20:36.280 --> 0:20:39.399 successful shows as we went on, one of them has 0:20:39.400 --> 0:20:42.280 been a top ten on that that reasonly, um is 0:20:42.880 --> 0:20:46.280 because we really understood the audience and had the data 0:20:46.359 --> 0:20:48.880 to support that versus shooting in the dark. So that's 0:20:48.880 --> 0:20:51.040 one of the big lessons I'm looking at here. Let's 0:20:51.160 --> 0:20:55.760 really understand who we're speaking to, what value we're providing them, 0:20:55.800 --> 0:20:58.480 and how to give them something that's uniquely sensible and 0:20:58.520 --> 0:21:02.800 differentiated from to another big alligens here. So of course 0:21:02.840 --> 0:21:06.439 you want kids to know the Sensical brand and have 0:21:06.600 --> 0:21:10.280 the app on their platforms, do you then need to 0:21:10.680 --> 0:21:15.480 make that brand known on other platforms YouTube, where they 0:21:15.520 --> 0:21:20.400 already are, or social media? I'm just curious. I mean, 0:21:21.000 --> 0:21:25.040 from our perspective, you know, we we won't use social 0:21:25.080 --> 0:21:29.040 media to speak to kids, I just thought to parents perhaps, 0:21:29.560 --> 0:21:31.479 but we will for parents. Yeah, so we're gonna use 0:21:31.480 --> 0:21:36.400 those channels for parents. Um. I think you you may 0:21:36.440 --> 0:21:40.280 see us on YouTube as we evolve, or platforms like 0:21:40.320 --> 0:21:43.520 TikTok as well as we go on. But it's going 0:21:43.560 --> 0:21:46.119 to be you know, in the right environment, under the 0:21:46.200 --> 0:21:49.120 right set of conditions. When when you start to see 0:21:49.119 --> 0:21:51.280 something like that. We have to be protective of the 0:21:51.400 --> 0:21:55.240 environment as much as the content, right right. And you 0:21:55.280 --> 0:21:57.879 know when you mentioned TikTok also you know, as you know, 0:21:58.000 --> 0:22:02.080 TikTok is is pie a knee ring, a new kind 0:22:02.160 --> 0:22:06.240 of content that's different than maybe what your licensing. You know, 0:22:06.320 --> 0:22:09.480 but you have some digital first, digital native content as well. 0:22:09.920 --> 0:22:14.399 So is that sort of TikTok style. Is that evident 0:22:14.520 --> 0:22:18.920 even in the Sensical library, I would say coming soon 0:22:19.200 --> 0:22:23.600 because that that you can't avoid, Uh, what's going on 0:22:23.600 --> 0:22:27.280 on that platform and the type of content that's being made. Um. 0:22:28.280 --> 0:22:33.320 The parent organization of of Sensical Common Sense Networks, UM, 0:22:33.480 --> 0:22:36.280 we also there are a partner of ours, TikTok, So 0:22:36.400 --> 0:22:40.480 we're working with them on ratings and partnering with them 0:22:40.480 --> 0:22:44.040 to create a family friendly service and offering. And we 0:22:44.080 --> 0:22:46.439 see the content very closely, what's going on there and 0:22:46.440 --> 0:22:49.120 the opportunity of what's going on there with kids and 0:22:49.200 --> 0:22:51.840 some of the value that we can create for the 0:22:51.880 --> 0:22:54.320 families that are using Sensical with that type of content. 0:22:54.920 --> 0:22:59.840 So here's a brand question. I understand how parents are 0:23:00.080 --> 0:23:05.040 made to feel safe by the Sensical proposition. I wonder though, 0:23:05.160 --> 0:23:08.639 especially when it comes to the older kids, whether sensical 0:23:08.680 --> 0:23:12.080