Ciao'14 | Nickelodeon all set to make a big-bang entry into 2015 ..!

Looking at the changing taste and preferences of Indian consumers today, luring them is a big challenge for all the broadcasters. But what is the most difficult task is to entice the little ones in your house. Television slowly has become a teacher for the kids as it vividly provides both entertainment and information. They always think out of the box and have the most diverse and constantly changing taste when it comes to entertainment. The kids need their own space of entertainment hence catering to their tastes, one name that has been leaving no stone unturned is Viacom 18’s Nickelodeon.

Nickelodeon that is available in over 100 million households in the country, boasts of a bouquet of differentiated channels: Nick (with two programming blocks Teen Nick and Nick Jr), Sonic and Nickelodeon that cater to kids from tots to teens. Having a wonderful year that is almost on the verges of biding adieu all of us, Nickelodeon has upped its ante for the coming year and interestingly which will start this December only, re-enforcing its market leadership. The biggest surprise and an exciting point is the return of “Oggy and the Cockroaches” on Nickelodeon which is all set to hit the TV screens from 1st January 2015.

Not only that but another strategic decision that the channel has taken is the shift of the action packed, chase comedy, Pakdam Pakdai. The show is been shifted to Sonic and expected to take the franchise’s journey towards creating new milestones.

During a media interaction Adgully with an aim to get deeper insights caught up with Nina Elavia Jaipuria, EVP & Business Head Kids Cluster, and Viacom18. When asked how the year 2014 was for Sonic, and Nickelodeon she said, “It was a meteoric rise of nick and sonic. Nickelodeon franchise fueled the category growth as Nick saw a growth of 21% last year while the category grew by 7% for the same period. Sonic’s reach also grew by 63% and time spent grew by 93% as compared to last year. The channels saw a 222% increase in TVTs too.”

Also what is the motivating factor is that Nick’s and Sonic’s revenue grew more than the category which grew at 14 percent from Apr – Nov ‘13 to Apr-Nov’14. In line with SONIC’s strategy to bring alive the thought of “Action ka tevar with Comedy ka flavor, the Pakdam Pakdai franchise, will also launch its first movie called Pakdam Pakdai – Don v/s Billiman on 25st December 2014, 11.30am on SONIC.

Adding to the supersonic line-up will be Sci -Fi Santa and all new episodes of Power Rangers with an entertaining array of new shows like Rimba Racer, Mini Ninjas & Jungle Bunch.  After having witnessed significant viewership growth of over 200 % in the last year, SONIC is all set to move to the next echelon of growth.

When asked about the rationale behind the strategic shifts, she said “At Nickelodeon, we have always innovated, pioneered new initiatives and challenged the norms to rise to the top. In 2015 we will further fortify our leadership position by focusing on aggressive growth, creating and nurturing a wide portfolio of endearing characters. The Nickelodeon franchise would be a force to reckon with as it continues to engage, entertain and add value to all its stakeholders.”

As we all know Television has moved out of just one screen to many screens and that is all thanks to the growing internet penetration, during the interaction Jaipuria highlighted the fact that there were 3.5 mn Pageviews on Nickindia.com and 1.75 mn page views on sonicgang.com in 2014. Also the kids spend over 5mins of avg. on each visit because of the encouraging and engaging content on the websites.

Hence looking at the need and demand the channel also launched Nick World app with the Nick shows on the go and Keymon O’Fish game on IOS and Android Platforms.  For Oggy and the Cockroaches, the channel launched some really creative promos on the lines of the “Made for Each Other” partnership along with other popular toons such as Motu Patlu, Ninja Hattori and others and will bring alive New Year for the screenagers.

Adding to the Christmas cheer and fervor will be a high decibel consumer campaign called ‘Lift your Gift’. Further upping the entertainment quotient in January will be Motu Patlu with the 5th exclusive made for television movie, Motu Patlu aur Khazane ki Race.

As we all know the fact that pleasing a child is the most difficult task hence when asked about the trends that she could visualize in the coming year, she said, “It’s all about how you tell story and simultaneously engage your target audience. It is about how make the kids stick to your shows in a fun and entertaining manner. Also secondly it is about how make the characters form an association with the child as the role and relation with the character is what gets you the stickiness. Apart from this the trends according to me is of creating your own IP and going local with an aim to build a strong connect with the kids.”

Well as like always Nick is all set to woo the little ones in the coming year too. The channel promises to excite its viewers with many surprises and celebrations this season. With Oggy and the Cockroaches, Pakdam Pakdai, Motu Patlu and many other Nicktoons, the Nickelodeon franchise is all geared up to  close 2014 on high and make a big-bang  entry into 2015.  
 

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