The Hindu Business Line : Nickelodeon is No 3 among children’s channels

Television channel Nickelodeon reached the number three position amongst children’s channels last week with its television rating point (TRP) growing at 104 per cent during the year.

The channel, also known as Nick, is now planning to increase its reach through 360 degree marketing before the coming holiday season, said Ms Nina Elavia Jaipuria, Vice-President and General Manager Nickelodeon.

“We are also considering expanding our merchandise categories to include toys, activity books and stationary,” she added.

The channel share, according to Ms Jaipuria, has grown from 9 per cent of the segment in January to 18 per cent in August. Nick’s distribution reach has also gone up to 20 per cent. “Our loyal audience base was very small. The challenge was to get children to staple our channel,” said Ms Jaipuria.

Reaching out

The channel launched a 360 degree marketing strategy reaching out to children wherever they were—through school contact programmes, at cinema halls during launches of blockbusters such as Spiderman, at malls, in Diamond comics, radio and even on general entertainment channels.

It also advertises during popular shows such as Saregamapa on Zee, Boogie Woogie on Sony and during the television premier of the movie Krish.

Direct contact

It plans to keep its direct contact with viewers active through contests and other ground events.

“We have also recently introduced Nick Home Cinemas, with movies both from our library and acquired titles from Sony and Ultra,” said Ms Jaipuria.

Distinguishing itself from other channels by keeping humour at the heart of things, Nick has also added on advertisers during the year, taking the number from 17 at the beginning of the year to 50 at present.

The channel is also targeting smaller towns.

In spite of its ‘dubbed’ content, Nick enjoys the highest (34 per cent) audience share in the children’s entertainment category in Uttar Pradesh.

“For kids content has universal appeal. Take our driver shows, SpongeBob is American, Ninja is Japanese,” said Ms Jaipuria.

More Stories on : Marketing Research | Children & Parenting | Radio/TV

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