Kidscope provides a rapid response to the need for knowledge and understanding of children and their behaviour. The project monitors trends and looks at the ways these changes will alter the lives of kids now and in the future. In addition the study measures the media consumption and media supply across Europe - both essential components in the cost equation. It looks at the changing role of television and other traditional media and compares this with the adoption of new media, such as the Internet and computer games. It is particularly concerned with measuring the relative impact of each of these media in the average child's day. Thus it helps us to identify opportunities for talking to kids in the most appropriate place, at the right time, using the right tone.