TCC, the children’s cable and satellite TV channel, has hired the
specialist youth agency, the Leisure Process, to give it a stronger
TCC, which launched as the Children’s Channel in 1993, aims to target
teenagers during the school summer holidays with a schedule that will
cater for their tastes from 9am through to 5pm.
The Children’s Channel was launched as Britain’s first children’s
station but, as new rivals began to reduce its market share, it changed
its name last year to present a harder image aimed at attracting older
children. Competition is particularly fierce in the four- to nine-year-
old market where rival channels such as Nickelodeon and the Cartoon
Network are very strong.
The Leisure Process beat the design and advertising company, AMM, to the
business, which is expected to have billings of about pounds 1 million a
year. TCC previously handled most of its advertising in-house.
The agency’s first campaign, entitled ‘looks like trouble’, broke on 20
July on Nickelodeon. It features a rapidly changing mixture of black-
and-white and colour film footage, two of TCC’s presenters and a
soundtrack that will be released as a single in September.
There are two executions, which both show clips from TCC programmes. In
the first, they are interspersed with shots of the presenter, Ortis,
performing the song. In the other ad, the clips are intercut with shots
of a fellow presenter, Lucie, pursuing celebrities through the streets
The commercials, which are being backed by a press campaign in youth
magazines such as Smash Hits and Big!, were written by Jonny Watson and
art directed by Paul Miles. They were produced and directed in-house.
Media is by Pawson Media.
The print campaign was written by Jonny Pittard and John Carver and art
directed by John Carver.
The campaign will initially run for six weeks, then return in a second
bigger drive this autumn, according to TCC’s marketing manager, Nicki