Joanna Ferrone
President, Honest Entertainment LLC
Creative Critique: Evaluating and Developing TV Properties

Joanna Ferrone is widely recognized as one of the most resourceful forces in children's television. Her company, Honest Entertainment, is a bicoastal media company that generates a colorful array of imaginative properties, including the upcoming animated series Fido Dido, the Emmy-nominated Angela Anaconda, and the innovative Family Values, which MTV will begin broadcasting in May 2004. Animation Magazine cited Ferrone as one of the "Top Ten People to Watch in 2002," writing that she "helped create some of the coolest shows on kids' TV."

"Being creative director of a small company has a lot of advantages," Ferrone says. "My company specializes in creating material with a broad audience appeal. If a property has heart, soul, integrity, and humor, then I pursue it creatively and eventually commercially."

Born in New York City, Ferrone graduated from Manhattanville College in upstate New York, then returned to Manhattan to pursue her dreams. By 1981, she and artist Sue Rose, strove to find a strong creative vehicle for their shared philosophies, they co-created Fido Dido. The Fido character, a black-and-white icon, is a laidback lad with unconventional wit and wisdom. But Ferrone sees Fido as promoting equality, as well: "You are what you are and what you are is okay-that's the message." In 1986, Ferrone and Rose signed with United Media, who took over International Licensing of Fido Dido. In 1988 he became the official spokes character for 7-Up International, a role that would last for six years. In 2003 Pepsico came back to reunite Fido with their 7Up brand in a worldwide campaign slated to continue through the decade.

In 1996, the first Angela Anaconda shorts were shown on Nickelodeon TV's Kablam, and again, a character skyrocketed. An Anaconda series featuring an animated computer "cut-and-paste" style that combines photo elements with illustration was launched on Fox Family in 1999, and the show won the Grand Prix at the Annecy Festival, two Emmy nominations, and a Gemini Award. The series targets the kid, 'tween, and teen market segments and appeals equally to boys and girls. Ferrone explains why: "I think that a show like Angela can give kids a sense that life isn't perfect and that's okay. We've got characters that are purposely there to reflect what children would normally perceive and treat as negative stereotypes. We're basically going against those stereotypes in hopes of heightening awareness as well as making people laugh." After a hiatus in the US, the internationally acclaimed show Angela Anaconda premiered on Nickelodeon in January 2004.

The "adult" Angela Anaconda, Family Values, is a contemporary-retro series with avant-garde themes. "In addition to creating storylines with a raw edge, the collage animation incorporates vintage elements into a contemporary setting resulting in a fresh and unique look for primetime television," explains Ferrone. "The fact that we'll be able to graphically 'import' celebrities will make for a star-studded satire."

The Prettyugly production company has signed Honest Entertainment to create and distribute a TV series based on their internationally embraced product line, the Uglydolls, by artists David Horvath and Sun-Min Kim. Honest will also manage the international merchandising and licensing.

With the recent appointment of Dorian Langdon as Honest Entertainment's Chief Operating Officer, the entertainment veteran and former president of HIT North America, Honest is set to soar into exciting new ventures. As Ferrone puts it, "Dorian has a wonderful creative eye and discretion, and I think he'll not only greatly enhance our ability to market our product, he'll actually play a vital role in making that product stronger."