ADVERTISING AGE: Explain your focus on producing content for multiple platforms?
albie Hecht: The mistakes and old way of looking at things are to take the [linear TV] experience and repurpose it for multiple platforms. You have to create a property that will appeal to all of these sides of today's kids entertainment. [Take Jimmy Neutron] where we developed a character along all those experiences-an online character, an online game, an on-air short, a movie, a video game. And all of those things were developed simultaneously, because we had embedded this character with the properties of a young inventor-scientist who can do all those things in all of those media.
AA: Are you focused on computer-generated imaging projects now, and for what reason?
Mr. Hecht: I believe they are the 'toons of the 21st century. Kids really look at CGI as the modern cartoon.
AA: What has surprised you most about kids' behavior and how they consume media?
Mr. Hecht: User-generated content-the ability of kids to author and re-create content on their own.
AA: How do you take advantage of that?
Mr. Hecht: [Provide the] ability for them to perform by showing off their stuff, connect in a global jam, exhibiting, creating and connecting attributes or by letting their content become the content of a show.
AA: What should advertisers expect and demand in this new world order?
Mr. Hecht: They should demand to be immersed in all of those experiences so they can have a stronger connection. They need to get embedded in those behaviors so they aren't just stuck in watch and learn.