MUMBAI: Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18, is elated that Nickelodeon India has held on its numero uno position for the third year in a row under two different audience measurement systems, TAM and BARC!
Nina Jaipuria, head of kids cluster, Viacom18
Jaipuria is also satisfied with the growth of Sonic, which has been given booster shots in the form of getting to air Nick's popular franchises like
Shiva,
Oggy & the Cockroaches and
Pakdam Pakdai.
“Nick’s market share is 22% and the next channel is 17%. Hence, there is a large gap between us and our nearest competitor. Sonic’s share has jumped to 7% on average from 3–4% due to
Shiva. Together, Nick and Sonic have almost 30% share,” Jaipuria told
TelevisionPost.com.
The total ad market for the kids genre is Rs 500 crore (Rs 5 billion) and is growing at 10–11%. Of this, Nick and Sonic take away more than 30% of the ad revenue, avers Jaipuria.
Shiva
“Nick has seen 25–30% growth in its ad rate. Since we are a 100% utilised channel, all growth has to come from effective rates (ER). Sonic’s ad rates have grown by 50%,” she stated.
Jaipuria attributes the success of Nick and Sonic to the creation of a portfolio of characters rather than depending on one character. “We have
Shiva,
Ninja,
Oggy,
Pakdam Pakdai, and
Motu Patlu. Each of them has worked in a peculiar way for us,” she said.
Kids Choice Awards is back and bigger than ever
After TV, digital and licensing & merchandising (L&M), Viacom18’s kids franchise Nick is all set to engage its core target audience with the second edition of
Kids Choice Awards (
KCA) 2016. The awards property, which had made its debut in 2014, will be bigger in its second edition.
The property opens up a new revenue stream for Nick, which currently gets 90% of its revenue from ad sales and subscription with L&M making up the remaining 10%.
“This property provides a new touch point to a lot of sponsors who are looking beyond 30-second spot engagement. This is a novel way of breaking the clutter. It’s a win-win situation for all as kids get a customised property, advertisers get an advertising touch point, and broadcasters get a property to engage their core audience,” explains Jaipuria.
For Jaipuria, the time is ripe to bring back KCA at a bigger scale. She feels that kids are under-served as far as live event properties are concerned. Unlike other film awards properties, which are oriented towards adults,
KCA has been tailormade for kids.
In
Nickelodeon Kid's Choice Awards India, kids could vote for best actor, actress, film and kids character. There are 13 such categories for which kids have voted. The voting ended on Monday 28th November 2016.
The event will take place on Monday 5th December 2016 at Reliance Studios (Film City), Mumbai. It will have 500 guests, primarily kids, on invite-only basis drawn from NGOs and schools.
In this edition, the property will have a wider reach through airing on multiple Viacom18 channels. The event will premiere on TV during Christmas vacation on Viacom18’s kids cluster Nickelodeon, Sonic, Nick Jr. and Nick HD+. It will then air on other network channels including Colors, Rishtey, Colors Bangla, Colors Marathi, Colors Gujarati besides the over-the-top (OTT) offering Voot.
“We did
KCA for the first time in 2014, but that time it was on a smaller scale because the Nick franchise itself was not so robust. Today, the platform is very healthy and robust with multiple characters. We will leverage the equity that we have in the network. Moreover, it is a property that is very family-inclusive; therefore, it makes sense to air it on other network channels,” Jaipuria said.
The property has four main sponsors including Dabur Red Paste as the presenting sponsor, Lifebuoy and Choki Choki as co-powered by sponsors, and Funskool as the associate sponsor.
The property will have all the pomp and show with
Alia Bhatt, Varun Dhawan, Akshat and Raghav Juyal, Mouni Roy and the Dramebaaz kids performing before the audiences. The event will be anchored by the popular duo Manish Paul and Rithvik Dhanjani.
Nick is mounting an extensive marketing plan for the property spanning TV, print, radio and activations. In addition to a high-frequency promo plan across the Nick cluster, the property will be promoted through Dish TV.
Ground activations have been planned in malls across Mumbai and Delhi besides van promotions across 30 cities in Maharashtra and Gujarat. The property will also be promoted on multiple screens in McDonald’s across 150 outlets in the North.
“We are going to burn 3,000 promos from the time the voting started until the tune-in,” Jaipuria said, summing up the marketing plan.
Launch of a brand-new local IP
Nick is gearing up to launch another local intellectual property in partnership with Toonz Animation. The new animation show will debut either in Q4 or Q1 of the next fiscal year.
“We will be launching our new local IP very soon. It makes sense to create more IPs because then we can leverage that IP across platforms like broadcast, digital, and L&M in our network,” Jaipuria said.
Nick, she said, is looking at different angles of revenue streams. One is of course doing an on-ground event, but a bigger opportunity for the brand is L&M.
“Our L&M is growing at 50% CAGR. Brands have partnered us to launch co-branded products across segments like apparel, accessory, footwear, home and back to school,” she added.
Talking of on-ground events, school contact programmes have emerged as another avenue for Nick to engage with kids and advertisers. Another growing revenue stream is the digital product Voot Kids.
As part of its strategy to leverage a character across multiple touch points, the network will launch pre-school
Peppa Pig on Nick Jr. and Voot Kids. The character will also be extended to consumer products.
Besides launching a new local animation property, Nick, which commissions 150 episodes every year, is launching fresh episodes of
Shiva,
Motu Patlu,
Pakdam Pakdai and
Ninja Hattori.
Jaipuria believes in churning out a new IP every year as this helps in keeping the freshness alive on the channel. It also helps in beating the fatigue for existing shows.
Additionally, via
exchange4media.com:
