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Ajita Shashidhar

Mumbai , Nov. 21

KIDS channel, Nick, is going all out to move up the pecking order in the kids' genre. The channel which has been the leader in the US and the UK markets for the last 10 years, currently occupies the sixth slot among the seven kids' channels in the Indian market.

Ms Hema Govindan, Vice-President and General Manager, Nick India, said the company is working with a renewed focus to ensure a concerted growth in the coming months. "Nick has pioneered a number of categories in the kids genre such as pre-school programming, multi-genre kids programming, introduction of games and sports and so on. Therefore, it is long overdue that Nick reaps the benefit of being a pioneer."

The channel has also recruited people at senior levels. Besides Ms Govindan, who has recently joined the company after a stint with Disney, the channel also has new Marketing Head (Ms Shalu Wadhwa, who has moved from ZEE TV) and a new Head of Content and Creative (Mr Ben Richardson, who was formerly with Channel V in Australia.). Ms Govindan said that the channel is now on the look out for an Adverising Sales Director.

Apart from this, the channel has undergone a revamp in its programming strategy. It has kicked off a series of promotional activities and would be looking at extending its content to the mobile platform. Ms Govindan said the company would be shortly launching ringtones, games and personalised images which go with messages as well as wall papers. Also on the cards are Nick merchandise such as toys, accessories and stationery.

The channel has also tied up with 743 schools in 18 cities to promote the characters of its various shows. Also on air is a promotion titled Ada Pada Kaun Pada, which is a contest in which one of the Nick characters breaks wind and the kids are asked to find the culprit. On the programming front, Ms Govindan said the channel would focus on a mix of library and local programming. She said that game shows and reality shows have worked well for the channel, therefore the coming months would see more of them. The channel also plans to increase its offerings in the pre-school segment.

Ms Govindan also said the channel is trying to enhance its presence. "We are making sure that our channel is available on a visible band."

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Nick revamps programming strategy — Hopes to achieve concerted growth in the months to come

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