The Alliance for Family Entertainment is a group of major national advertisers, all members of the Association of National Advertisers, whose collective advertising represents approximately 30 percent of all advertising spend in the United States. The Alliance is taking positive steps to increase family friendly programming choices on television.
What is the goal of the Alliance for Family Entertainment?
The goal of the Alliance for Family Entertainment is to support and promote content alternatives that adults and children can enjoy together.
Our mission is to be a formidable influence supporting and promoting the development of family friendly content across multiple distribution platforms.
What is our evolving mission?
Good family fare is hard to find, particularily in a fragmented landscape. We have evolved to reflect the transforming media industry and more, importantly, changes in American homes.
We seek to be:
A first stop for family friendly content developers
A clearing house for family content ideas and development
A source for strategic input to the entertainment development community.
A facilitator to bring appropriate content developers and interested marketing partners together.
A research resource for members to find insights and value to help market effectively in a digital world.
Why we do it?
Investing ad dollars in the development and distribution of family entertainment that is relevant to today's diverse, complex consumer is cost-effective. Research consistently demonstrates that it delivers a strong on return on investment. Here's why?
We all need appropriate environments to communicate our messages. Great family entertainment - on network or cable television, online, a mobile devise, in a game or any other appropriate delivery platform - provides that environment.
Companies who support family friendly content demonstrate good corporate citizenship.
Digital technology has brought kids and parents together in new and powerful ways and they reward marketers who acknowledge that reality.
What are the Alliance for Family Entertainment's key initiatives?
Content Development
Student Scholarship Program
Annual Symposium
Alliance Research
What is Content Development?
Partnerships with organizations supporting pro-family social issues: We will partner with key pro family/cause-related organizations that address the issues that families care about most, bringing kids and parents together to talk about the issues that matter to them, and reaching the same audience members target when marketing their products and/or services.
Partnerships with content providers -we will partner with content developers on a wide variety of platforms.
Partnerships with content creators - We have evolved our successful script development fund into a content development effort that will seek out family entertainment - - across all distribution platforms - - and financially support their advancement through media allocations, either development or advertising dollars.
What is the Scholarship Program?
The Scholarship Program has funded 52 scholarships in the television studies departments at several partner universities. We will continue to discover new talent through our established scholarship program.
Carnegie Mellon, Loyola Marymount, Ohio and University of Southern California participate in the scholarship fund.
What is the Annual Symposium?
The annual Symposium will include a dialogue about the business efficacy and social responsibility that are the heart of the Alliance's mission. It will include conversations and insight on multi-platform content development as well as showcase our new proprietary research.
Which proprietary research?
We will build a quantitative assessment of our efforts through annual unique, proprietary research showcasing the value of family friendly programming.
The quantified and qualified data will support our initiatives and offer members current insight on the evolution of family entertainment content.
There are a lot of top marketers in the Alliance. How can other marketers join?
Any company that is a member of the ANA and who supports the Alliance mission to promote the development and scheduling of "family friendly" programming can become a member.
Who are the members of the Alliance for Family Entertainment?
