Market research available to all broadcasters indicates that kids are changing the way they spend their spare time. Kids watch less TV because of new technologies such as consoles and PC-games. KIC is a way for broadcasters to close the gap between TV and gaming at practically no cost. It gives the broadcaster the opportunity to adopt itself to the new media-landscape in a cost effective manner.

In Belgium, the KetnetKick interactive community is a success. It is the world’s first interactive creative community and the response from the target audience shows that the demand is there.

Broadcasters can consider KIC as an extension of their station. For the broadcaster, the Creative Community creates a new, unique two-way channel that allows the broadcaster to interact with its audience. Apart from creative content, the broadcaster can also "push" other content into the interactive world of KIC. Through the Internet, the broadcaster can modify any part of KIC at any time. Huge billboards can bring messages to the player, game characters can address the players giving them new information, new applications can be introduced at any time, advertising can be placed anywhere within the application and so forth...

The broadcaster always has full control over his community. He is given tools with which he can manage and communicate with players as well as push new content into the world. For commercial content, special arrangements can be made.

Kids can actively take part in creating new content for their broadcaster. Examples are the submitting of drawings, animation movies and music. This process makes the kids more committed to the broadcaster. Because multiple kids are committed to a common cause, a community arises.