To keep the kids entertained and engrossed this summer, Amazon.com Inc. (AMZN) recently announced that its film production division, Amazon Studios will premiere its first-ever three original children’s TV series on Prime Instant Video.
The three shows -- Tumble Leaf, Creative Galaxy and Annedroids -- will consist of thirteen episodes each. However, only the first six episodes of the three shows will debut this summer, following their respective releases on May 23, Jul 25 and Jun 27. The remaining seven will be rolled out later this year.
Tumble Leaf is an animated series about a fox’s adventures, Creative Galaxy is about an alien artist’s travel around the galaxy to solve problems with art and creativity, whereas Annedroids is a live-action adventure series of a young woman. All these shows have been created by kids’ entertainment professionals Drew Hodges, Angela Santomero and JJ Johnson.
Amazon claimed that each show is educational in nature and promotes learning through play, creativity and imagination over rote learning.
Increasing popularity of tablets, smartphones and web-connected TVs has enhanced online-video viewing and continues to attract consumers as well as leading technology companies like Google (GOOGL). The research firm comScore (SCOR) released a data for Jan 2014, which showed that 85.1% of the U.S. Internet audience viewed online video and the duration of the average online content video was 4.4 minutes.
Therefore, Amazon has also been putting in every effort to boost its digital media sales and attract new users, thereby focusing on kids programming to expand its content lineup and make its Prime Instant video service more attractive to viewers.
In fact, the break-up of the 13 episodes into two seasons for each series could be very beneficial for Amazon, as the audience watching initial episodes is expected to hold on to the service to watch the later episodes.
The popularity of these TV series will also play a key role in deciding the success of the giant online retailer’s further push into original shows. Moreover, Amazon Studios has two more kid shows in progress for Prime Instant Video, Gortimer Gibbon’s Life on Normal Street and Wishenpoof.
Last year, Amazon Studios released Alpha House and Betas, its first two prime time shows. Alpha House was sufficiently popular to broadcast more episodes, whereas Betas did not carry on after its first season.
Thus, Amazon’s expanded portfolio with the addition of these new kids’ shows is expected boost its competitive prowess against the likes of Netflix (NFLX), which already has a separate section for kids shows due to its popularity. At the same time it will help Amazon to expand its footprint into the growing streaming market at a much faster rate.
Currently, Amazon carries a Zacks Rank #3 (Hold).
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