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Supernanny Goes Mobile

David Murphy

Shed Media and etv online have teamed up to create an iPhone app for Ricochet’s Supernanny brand. The app sells for $4.99/£2.99, and according to its producers, has been developed to provide a new interactive platform for the millions of Supernanny fans around the world. It draws on the key elements of the television show to give parents a mobile app to help them both amuse and discipline their kids when out and about or at home.

The app contains a customisable profile for each child linked to interactive and animated ‘Reward Charts’ for instant rewards on the go. A ‘Naughty Step’ timer automatically sets to the child’s age, and includes step-by-step instructions on how to effectively use the technique. An advice section contains information on the techniques used in the Supernanny programmes, including video clips from the show. There are also games to keep children entertained.

Supernanny, originally a Ricochet production for Channel 4 in the UK, has been a massive global format success story for the company. The show has since been produced in 15 territories and acquired in 182 territories worldwide. Shed Media US has recently produced the 100th episode for ABC in the US.

“Extending our brand outreach via social and digital media is a central part of our digital strategy,” says Claire Hungate, director of commercial and legal affairs at Shed Media. "Supernanny is one of the world’s most successful factual entertainment brands and the parenting skills and issues at its heart are global. The iPhone app is a natural extension of the TV format with its practical everyday use in a mobile, multi-platform environment.”

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