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JONNY QUEST

Positioning Document
3/9/95
WHY POSITION JONNY QUEST?

Positioning is the process of defining what slot a product occupies in the public mind.
We're about to bring out a new version of a classic cartoon adventure series. And we want to position it
before it launches.

You might ask, "Why position Jonny Quest? Can't we just put it out into the marketplace and let it position
itself, find its own niche, its own audience?"

Sure. That's how many shows come into the world.

And a few even succeed.

But if we put Jonny Quest through that ordeal, he would die.


You wouldn't

want that

to happen,

would you?
THE FIRST STEP IS TO POSITION JONNY QUEST
IN OUR OWN MINDS.
Positioning will help us

• Determine what the series should be


• Further refine our audience target
• Determine how we should promote the series
(e.g.; What kind of advertisements should we run, and where? What kind of
promos should we make?)
• Decide what kind of toy line should we develop
• Determine who our marketing partners should be

If we can do that now, we have a better chance of making Jonny Quest into a big hit.
If we don't, there is a good chance it will fail, no matter how good the show is.

So, let's begin with a simple question...


WHO WILL LIKE THE NEW JONNY QUEST?
The classic Jonny Quest originated the action/adventure cartoon genre, a style that has always appealed
primarily to grade school kids.

The new series will be following in that tradition.


It therefore makes sense that we would aim Jonny Quest at kids.

But wait! The new Jonny Quest will use groundbreaking animation and virtual reality, which will appeal to
the MTV audience.

And the new series will attract a following among baby boomers who have fond memories of the original
series. Many of them will buy into the new look of Jonny Quest the same way fans of the campy 60s Batman
series bought into Tim Burton's darker vision in the 80s.

Our potential audience is huge:

Kids 6 - 11
Adults who remember the original series
Teenagers who appreciate the program's style

Can't we market to all these groups at once?

No. We have to pick a target.


WHO WILL BE OUR MAIN TARGET?
• The older end of the kids demo / 8-11 year old kids

- Our primary target will be kids who are on the verge of being teens...the "calm before
the storm"
- They have just discovered music, sports, fashion
- They "aspire up" toward young-adulthood
- The adventures of Jonny, Jessie, Hadji and the others will be appealing to them as a
"realistic fantasy" of what life might have in store for them
- Their younger brothers and sisters also "aspire up" -- to be like our target. Marketing
to the older kids will bring the young kids along
- The baby boomers and the MTV audience will "find" Jonny Quest the way they found
Ren & Stimpy

TARGETING THE 8-11 YEAR OLD AUDIENCE WILL ULTIMATELY PULL OUR ENTIRE
AUDIENCE IN.
YOU NOTICE WE SAY “KIDS”...
...and not “boys”. That’s because with the new Jonny Quest we’re attacking an old husband’s tale head on.

Ratings show that girls like action/adventure shows, too.

On average, the ratings split between boys and girls for action/adventure programs
is 64%-36%.

And the percentage of girl viewers is even higher--60%-40%-- for shows that feature

• Empowered female characters (like Jessie)


• Engrossing stories that don’t rely on gratuitous violence

In other words, shows like Jonny Quest.

So kids is our target, boys and girls.


We just have to be sure that we don’t do anything to lose either gender.
Oh great -- We've just targeted the most competitive arena
in today's overcrowded marketplace. Kids.
How are we going to find a unique place in the minds of
kids for a new action/adventure cartoon?
WHAT DO WE KNOW ABOUT KIDS AGE 8 - 11?
• They are being bombarded by entertainment and commercial messages.

- Kids have more entertainment choices available today than ever before.
- Virtually all broadcast and cable outlets have established kids programming blocks
- Video games and CD-ROM are pulling kids away from television in big numbers

• As a result, they are more sophisticated and savvy than ever before.

- They are the CD-ROM generation. They have an ease and familiarity with new
technologies like computers, CD-ROM and virtual reality
- Today's kids are jaded, particularly the older end of the target demo. They have a strong "been
there, done that" attitude...which works to our advantage
- They find many of today's action/adventure shows to be phony and predictable
- They want shows that entertainment them while respecting their intelligence
- They are looking for something fresh, something real -- the next evolution in
action/adventure programming
WHO IS OUR COMPETITION?

Other action/adventure cartoons:

X-Men
Gargoyles
Batman
Marvel Action Hour
Phantom 2040
Wild C.A.T.S.
Mighty Max
SWAT Kats

Live-action shows:

Mighty Morphin Power Rangers


VR Troopers

Video games:

Mortal Kombat
WHAT DO KIDS THINK OF THESE SHOWS AND GAMES?

They like them. A lot. But our research has shown that they've been inundated with the same type of
action/adventure programming and they're getting a little tired of the same old thing.

They're ready for a new type of action/adventure cartoon experience.

• Watching our competition is:

- Experiencing heroics based on fantasy and magic


- Watching unrealistic heroes and villains
- Watching action that is non-aspirational and removed from every-day kid life
- Limited number of viewings
- Predictable outcomes

• Watching Jonny Quest will be:

- Watching real kid heroes


- Seeing Jonny lead the ultimate kid life
- Adventure and danger based on experiences and technology that touch kids every day
- Numerous chances to watch the show
- Dependable excitement
HOW IS JONNY QUEST DIFFERENT FROM THESE SHOWS?

The word that sets us apart from all the competition is "real"

• X-Men are heroes, but they're mutants • Jonny, Jessie and Hadji are real heroes

• Mighty Morphin Power Rangers have • Jonny, Jessie and Hadji use their brains
to turn into robotic monsters to fight to battle their enemies
their enemies

• Mighty Max uses his cap as a magic • The Quest team has fantasy based on
porthole into a fantasy world real-life virtual reality technology

• Kids like the main characters in other • Kids can relate to Jonny, Jessie and
action/adventure cartoons, but they Hadji and can aspire to BE them
could never BE them

• The stakes aren't as high in other cartoons • The stakes are high in Jonny Quest
because the danger isn't "real" because the adventures are realistic
IN OTHER WORDS...

Jonny Quest will make kids wonder

"what if that were me..."

And in that, we have just found our positioning statement for the new Jonny Quest...
JONNY QUEST IS REAL
• Real adventures
• Real heroes
• Real danger
• Real technology
• Real kids
• Real characters
• Real friends
• Real excitement
• Real fantasy
• Real villains

And that suggests an executional approach. How about if we promote the show as...
THE REAL ADVENTURES
OF
JONNY QUEST
DOES "REAL" PAINT US INTO A CORNER?
No.
"Real" is the boundary line that makes the game interesting.
"Real" is our unique selling proposition.
"Real" is the yardstick we use to make all our future decisions regarding the show.
"Real" is real -- it comes from the show itself.
"Real" is what our research told us kids actually thought about Jonny Quest.
IS "REAL" IN CONFLICT WITH THE VIRTUAL REALITY ASPECTS OF
THE SHOW?
No more than sailing ships would have been in the time of Christopher Columbus. Virtual reality is a real
technology that exists today, and nobody knows how far it will take us.

Here's what our focus group kids had to say on the subject:

• "There are infinite possibilities, yet its still realistic. You can have anything you want in virtual
reality and it still makes sense."

• "Its realistic because in virtual reality there are no limits."

With virtual reality, we can have our fantasy cake and eat it, too.
IS "REAL" REALLY IMPORTANT TO KIDS?
Again, listen to what our focus groups told us about the new Jonny Quest stories and characters:

• "Its something that could really happen and that makes it good."

• "Its action-packed and really thrilling to see a whole new different thing."

• "There's lots of real action -- enough for me!"

• "I really wanted to be in the story."

• "I like how they have to use their minds to figure things out on their own to get out of danger and
beat the bad guys."

• "This would be good as a movie. I wouldn't want to see only a half-hour."

• "Jonny seems bold and brave."

• "Jonny is the head of everything. For once children are in charge -- that's good!"

• "I want to be Jessie because she had an idea that solved the problem."

• "She (Jessie) is pretty and cool."


WILL WE REALLY BE ABLE TO PUT THE "REAL" POSITION OVER?

We'd better be able to...

We will air Jonny Quest 21 times a week...more than any cartoon on television.

We're creating a kids marketing machine across all Turner divisions to support the Quest initiative.

We're creating a show that resonates with kids in the 90s. The new adventures of Jonny Quest will be
watched. It will be talked about. It will be real.
In an age of special effects fantasy,

gimmickry and cynicism,

being "real" is revolutionary.


Kids the world over

are hungry

for some real adventure.

They're ready for...


THE REAL ADVENTURES

OF JONNY QUEST

Coming at you from all directions in 1996.

(Hold your breath!)