Feature: 'Jay Jay' set to jet at air shows

LOS ANGELES, March 23 (UPI) -- The PBS kids' show "Jay Jay the Jet Plane" is preparing for takeoff, for an ambitious marketing program that will expose the series to children at U.S. air shows and science centers.

Beginning next month, and continuing through November, the show will have a pavilion at air shows in 32 U.S. cities. Producers said the show's involvement in air shows will be the first time such attractions have ever presented entertainment specifically targeted at young children and the first time that a Hollywood entertainment has ever participated in air shows.

Plans also call for "Jay Jay the Jet Plane" to mount a hands-on interactive traveling exhibit that will tour museums and science centers, starting with the Orlando Science Center.

PorchLight Productions -- which produces "Jay Jay" with Modern Cartoons in association with Knightscove Entertainment -- developed the air show attraction with Orlando, Fla.-based companies Baker Leisure Group, The Nassal Company, investor Bill Bieberbach and The JBP Entertainment Group. The companies have worked in the past with clients including Walt Disney Entertainment Worldwide, Universal Studios, Sea World, Legoland and Coca-Cola.

"Jay Jay the Jet Plane Tours America" will feature appearances by Jay Jay and his friends from the mythical Tarrytown Airport -- Brenda Blue, Snuffy and Herky. The traveling show comes in a 53-foot tractor-trailer that will accommodate a live stage show, a video viewing area, a merchandise sales space and several activities areas for young children.

The first scheduled stop is April 23-24 at the Vidalia Onion Festival Air Show in Georgia.

In an interview with United Press International, PorchLight Chief Operating Officer William Baumann said the idea to bring "Jay Jay" to air shows grew out of discussions last year on how to increase the show's brand awareness.

"We wanted those activities to be innovative and unique," he said. "We also said that they should be compatible with the educational nature of the TV series. The 'Jay Jay' episodes are about little life lessons for young children, and they're about science and nature and exploration."

Baumann said PorchLight tested the concept before committing to take "Jay Jay" to air shows.

"We tested this in Wichita, Kansas, and Las Vegas, and we found that air shows were very uncluttered in terms of entertainment, and in terms of advertising or promotional messages from branded children's properties," he said. "We also found that the air shows themselves were looking for ways to increase attendance from the young family market."

PorchLight estimated that 12 million people attend air shows in the United States each year and that more than 3 million are expected to attend the shows where "Jay Jay" is scheduled to appear.

Baumann would not say how much money the program will cost, but he said it involves a substantial investment. The way that PorchLight has designed the attraction -- in collaboration with Fun Events Company -- the company stands to realize at least some revenues.

"If an air show pays a fairly modest appearance fee, then there will be no admission charge to attend the pavilion," he said. "If the air show pays no appearance fee, the pavilion will charge a modest admission fee to the families who come in."

In addition, visitors to the "Jay Jay" pavilion will be able to buy merchandise -- including DVDs, CDs, apparel and limited mementos from the "Jay Jay" tour.

Around the third quarter of 2006 a "Jay Jay" exhibit is scheduled to open at the Orlando Science Center. After that the exhibit will set off on a national tour of museums and science centers.

OSC President and Chief Executive Officer Brian Tonner said in a statement that the exhibit will provide a colorful and accessible opportunity for kids to engage in role-playing, cognitive development and cooperative play.

"This exhibit combines the appeal of an internationally recognized, beloved children's character with the educational content and values of the highly respected science center industry," said Tonner.

Baumann called the association of "Jay Jay" with the science center a case of natural compatibility.

"Jay Jay and his airplane friends are inquisitive, and throughout the television series they are learning life lessons and basic science and nature lessons," he said.

Baumann was asked whether the "Jay Jay" exhibit would go through some sort of review process to ensure that it presents sound science information.

"I don't know that it's quite that formal," he said. "The Orlando Science Center will certainly see that this exhibit is an accurate portrayal of science and nature."

PorchLight is also talking with U.S. airports on possible installation of "Jay Jay"-themed activity areas and interactive wall displays.

The series launched in 1998 on The Learning Channel and has been airing Monday through Friday on PBS Kids since 2001.

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