In a groundbreaking collaboration, Banijay Kids & Family, a division of Banijay Entertainment, has partnered with social media powerhouse TheSoul Publishing to launch the first self-funded digital-first original series, titled “Ava & Digger.”
“Ava & Digger” is a family-oriented 2D animated series co-produced by Banijay Kids & Family and The Soul Publishing, renowned for hit brands like “5-Minute Crafts” and “Bright Side,” which collectively garner more than two billion followers on platforms like Facebook, Instagram, TikTok, YouTube, Pinterest, and Snapchat.
Banijay Kids & Family is famous for successful franchises including “Totally Spies!” and “Mr Bean: The Animated Series.” While they have traditionally relied on pre-selling content to secure financing, the company is venturing into self-funded digital initiatives, signaling a shift in their strategy to adapt to evolving audience preferences.
The series, comprising 52 episodes each lasting 11 minutes, will primarily debut on YouTube later this year, allowing Banijay Kids & Family to explore new methods of intellectual property (IP) development.
Focusing on the escapades of Ava the cat and Digger the dog, both of whom reside with their psychologist owner, the show presents a colorful secret world where animals confront emotional issues, build friendships, and engage in self-discovery.
During a dinner at Mipcom a few years ago, Jonathan Shrank, TheSoul Publishing’s VP of Streaming & Content Partnerships, and Julia Rowlands, SVP of Co-Productions, Sales and Acquisitions at Banijay Kids & Family, connected over their shared stories about their yellow labradors, inspiring the idea for the series. “We joked about how our dogs behave, and soon realized this could make for a fantastic show,” Shrank shared.
While Ava was transformed into a cat for the series, the concept still draws on the real-life animals of Rowlands and Shrank. “Ava & Digger is a lively, humorous, and emotionally engaging series that captures what our teams can achieve collaboratively. Both Banijay Kids & Family and TheSoul Publishing have poured their creativity and passion into this project,” stated Dan Lewsey, Global Head of Digital at Banijay Kids & Family.
Courtesy of Banijay
Innovative Approach to Production
Unlike the conventional production process for broadcast programming, the timelines for “Ava & Digger” will enable it to be adjusted dynamically during production. Traditional animated series often lock their storylines before production begins, which can be costly to modify.
“TheSoul has exceptional skill in creating high-quality, engaging content efficiently, releasing one to two new episodes each week,” Shrank commented to Variety.
YouTube distribution will facilitate immediate audience feedback, providing data on viewership across various demographics, including device type, age groups, and more, as Lewsey explained. This feedback loop allows Banijay Kids & Family and TheSoul to refine storylines based on audience engagement, enhancing the series’ appeal.
Lewsey noted, “Our self-funded, digital-first IP represents an important strategic step for us, as we can adjust quickly based on audience insights and cultivate a strong community around the brand.”
The insights gained from audience reactions will guide the partners in cultivating a dedicated fanbase, with plans to promote “Ava & Digger” to streaming platforms. “Utilizing this data, we can demonstrate why the show would thrive on various services,” Lewsey added.
Target Audience Insights
Set to launch on YouTube, “Ava & Digger” will target viewers who have shifted away from traditional broadcast media.
“The series is designed to excel within today’s fast-moving digital landscape, positioning us advantageously with in-depth audience insights and a growing community,” Rowlands emphasized. “We aim for the stories to resonate with families, enabling co-viewing experiences for audiences of all ages, including teens and adults.”
To date, Tiger Aspect Kids and Family, a Banijay Kids & Family entity, has produced the digital chat show “Corpse Talk” for the Cartoons for Kids YouTube channel and YouTube Kids.
Banijay Kids & Family and The Soul Publishing also recently announced an exciting collaboration involving a “Totally Spies! x 5-Minute Crafts” crossover as part of their expanding global partnership.
