The best little MONSTERS!

Just what cartoons are kids watching on TV these days, asks FIONA RAE, and is it better or worse than it used to be?

Kids' television is like genetically modified foods - we're not sure if its good for them or not. A recent study suggests too much is too bad.

The good news for parents is that the trend in animation is away from depictions of violence. Wacky is the word - and there are plenty of "issues," too.

"If you look at the old Looney Tunes and all the old stuff that we grew up watching, it's very violent by today's standards," says Brian Holland, TV2 assistant programmer.

"And there are people out there that study what kids watch and should watch. We find that kids aren't drawn to the violent cartoons. They'll just watch good cartoons. They know what's good."

Over on TV3, programmer John Wright says cartoons like Doug, Recess and Pepper Ann are part of that "issues" trend, "based around kids at school and their relationships with parents, teachers, school friends. I think New Zealand kids identify with those things in very much the same way."

The mighty Pokemon - pocket monsters - is the biggest thing right now since, well, the last big thing. Originally a Nintendo Gameboy, this Japanese anime (animation) series is a worldwide phenomenon.

In the United States it is a $US1 billion ($1.92 billion) industry, $US5 billion worldwide, and it hasn't finished yet. The first Pokemon movie - about a genetically engineered Pokemon - goes into cinemas there next month.

Some schools in the US have banned Pokemon trading cards, saying the kids are too distracted by them, although the National Parenting Centre has given Pokemon a seal of approval.

Pokemon is something of a sore point for TVNZ. In a deal that no one wants to talk about, the cartoon is now showing on TV3.

"It's made a difference to our kids' afternoon," Wright coyly comments. Even when Pokemon was going through its third repeat, it had been a big drawcard for TV2's What Now?

For adults, this repetition of cartoons is as incomprehensible as Pokemon itself. Would you like to see a series of your favourite show three or four times? Maybe if you had an obsessive-compulsive disorder. But kids, well ...

"The kids aren't silly and they know they're repeats, but if it's their favourite show they'd rather have a repeat than not have it," says Holland.

"You'll find that pattern worldwide. You'd need 260 episodes for Pokemon to run all year without repeats - animation takes a long time to make."

The US has at least six kids' cable channels, all fighting to hook those valuable pre-teen viewers.

Leading the charge is the 20-year-old Nickelodeon - part of MTV Networks, whose recent second-quarter earnings of $US188 million were bolstered by the huge popularity of Rugrats.

"There's a lot of money to be made," says Holland. "But not here."

Kids' advertising in New Zealand has restrictions. No selling Pokemon toys during Pokemon, for example. And there are specific PG times for programmes - after 9 am Saturday and after 3.30 pm during the week - when more violent (Beastwars) or older age-group (Fresh Prince) shows will air.

Both TVNZ and TV3 have what they call "less minuteage" of advertising time during kids' shows.

TVNZ has the rights to Nickelodeon programmes, such as Rugrats, plus Saban, the makers of Beetleborgs and the Mystic Knights of Tir Na Nog.

But TV3 believes Disney, to which it has rights, is a strong competitor. "We're pretty happy with the standard of animation that we have," says Wright.

"A show like Doug is fantastic to play and it's such a good-quality product that even if it doesn't win the timeslot, that's okay."

Quality is certainly the key. In today's technologically advanced, genetically altered, digitally enhanced world, the quality and scope of animation keeps getting better and better. Just ask the kids.