Expanding its digital portfolio with Nick World App: Viacom 18's Rajneel Kumar

Nickelodeon India, the kids’ cluster at Viacom18, with their bouquet of channels – Nick, Sonic and Nick Jr./Teen Nick, off late is seen to be launching multiple products in the digital space. Having previously launched interactive apps for children like Playtime with Dora – The Explorer and the Teen Nick Dreamstar Stardom Saga, Nickelodeon has now expanded their digital portfolio with the launch of the Nickworld App on the iOS and Android platforms.

To enable children to expand their knowledge with the kind of edutainment that Nickelodeon has always showcased on it’s channels, kids can now catch up on all their favourite shows across Nick, Nick Jr. / Teen Nick as well as Sonic on-the-go with the Nickworld App.

The app is available on the Android platform for free and with a small fee of Rs. 55/- only on iOS for an ad-free experience. The first of its kind video app showcases all popular shows, currently running across Nick, Sonic and Nick Jr./ Teen Nick.

Adgully caught up with Rajneel Kumar, VP & Business Head- Digital Media, Viacom 18 to know more about the app and some of their upcoming digital properties around the corner.

Speaking about the rationale and thought behind launching and expanding its digital portfolio, Kumar said, "Well, looking at the growing inclination of kids towards the gadgets that their parents are using and their easy availability, it was necessary to come up with games and apps that would connect with them (i.e. kids). These apps are designed keeping in mind the fact that kids can access content as per their preferences anywhere and everywhere."

Sharing with us the overall strategy to build on the digital platform for Nickelodeon, he said, "Nickelodeon's overall strategies are governed by few things like the thought of being present on all the platforms possible, both in terms of producing content and engaging consumers. To mark our availability and presence on platforms other than television we brought in video content. Secondly, we also believe in building content around our characters since we have a lot of games and engaging activities around Motu Patlu, Keymon etc. This enables the consumer to not only consume content but also to engage with it."

The USP of this app is that it has been designed purely from a child’s perspective, it has a very intuitive UI, it is visually simple and appealing and graphically attractive which makes it easy for a kid to discover content on his/ her own.

Moreover, keeping in mind the online safety for kids as top priority, the app does not connect with any social sites, hence parents can be hassle free. Further, the screen locks automatically once the video starts, so parents can leave their tablets/ mobile with their kids without  having  to  worry.

The entire Nick website was recently revamped and sharing its growth and results, Kumar told us that the response has been phenomenal and they have been registering 40 percent growth month on month.

On a concluding note Kumar said, "There will be a lot of games that we will be coming up with,keeping in mind the growing interest of new generation kids.”

The games and apps launched by Nick have always been interesting and with the new year around the corner, the channel custodians promise more from theViacom 18 bouquet.