- Before COVID, summer and winter vacation were the most important time of year for children’s TV channels. However, after COVID, children have been home for a year and a half and are turning to TV and OTT channels for safe entertainment.
- Category manager
Nickelodeonhas remained number one in the children’s entertainment space for seven straight years, and Sonic has gone from number two to number seven in three years.
- Now, to celebrate its 11th year of existence, Nickelodeon is unveiling a fun new show called ‘
Chikoo aur Bunty‘based on sibling rivalry.
- We talk to
Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18 on Cluster Content Library, The Growth of Local Content on TV, Changing Audience Models and Its Vision of children’s entertainmentkind.
The Diwali holiday is almost here and Nickelodeon, the category leader of the Viacom18 children’s network, is as excited as online school kids are for their home holidays and is ready to make the most of the time. He unveils a new show called “Chikoo aur Bunty” which is based on sibling rivalry. He’s already onboarded three sponsors – Phillips, Pediasure and Flipkart Shopsy for his new show, which is set to go live on October 18.
Explaining why the channel chose October to schedule its launch, Nina Elavia Jaipuria, Head of Hindi Mass Entertainment and Kids TV Network, Viacom18 said: âI think it’s always a good time to release new content in the neighborhoods that are very a festival prospect. So the kids are at home, they even have vacation online and have more free time. And in the party district, we have always realized that partners and advertisers were also looking to do more publicity on the genre. And so it’s a great marriage of audience and income that drives us to go after this particular term, where it’s Diwali and Christmas, the kids are having fun, and they’re actually watching so much more than they are. would love to see a new show from their favorite franchise.
Nickelodeon is doing everything it can to promote its new show and has pivoted its media plans outside of television, with digital taking the lion’s share. He advertises on OTT apps including Disney + Hotstar during the IPL playoffs. It launches AR filters, GIF packs, and stickers to be a part of everyday conversations. Nickelodeon also partnered with Belgian Waffles, Smoking Joe’s and New York Burrito Company to deliver a specially curated Chikoo and Bunty meal.
Find strength in homemade content
The age group of 2 to 14 years constitutes the universe of broadcasters for children. A mix of local shows and international cartoons is broadcast daily to keep kids glued to the TV. However, over the past five years, local content has grown significantly and dominates the category. 8 of the 20 best animated characters are from the Nickelodeon franchise and only 2 of them are unionized.
The kids category in India was shaped by Cartoon Network in the 90s, as it was the first channel to launch in the genre in 1995. Since then, the genre has seen around 12 to 15 players speaking preschoolers and tweens. Cartoon Network has long occupied the majority of the market with its international content, after which its sister channel Pogo climbed to the top with its local hero, Chhota Bheem. Then came Turner, followed by Nickelodeon which took over with its local content and a few international shows eight years ago. Since then, it has focused on launching a local IP every year to maintain its leadership position and expand its presence by localizing its content. Currently, its local content of 10 IP addresses attracts the majority of viewers in the category.
Jaipuria said, âThe Nickelodeon franchise and what we deliver to kids, at least on Nick and Sonic, is almost all local, with the exception of Ninja Hatodi, which is syndicated content. We really don’t broadcast any other international content on the channel other than Ninja. The local has also developed in its own way. When creating a venue, you need to keep in mind the dynamic target audience you have. And so you have to write stories accordingly, modernize, take care of looks and fashion, clothes and music. Global local content has evolved over the years.
The children’s genre has also grown year on year, despite COVID-19, channel segmentation and other new channel launches. During lockdown (s), no friends, no play area – kids weren’t even allowed out. In such a scenario, OTT TV and entertainment channels served as an escape and respite. Egro, the children’s entertainment category, also attracted more interest from new advertisers across all categories.
âWe are a mass channel because we benefit from 7% of the total audience. During the pandemic, especially where television has been the primary form of entertainment for families, co-viewing actually makes the genre even more appealing. We have child and non-child advertisers on the channel. We have partners who have been with us for several years, as well as new partners on board. So we have a good mix of advertisers who are not even looking to talk to the kids who are internal consultants, they influence almost every other household decision and purchase, but they are also now looking at families and parents, who are watching. actually with their children. And so you see a lot of FMCG brands on the channel. And we’ve seen straight from hand washing and sanitizing to cosmetics to Britannia and, Parle and BYJU, Amazon, Flipkart. So there’s all this solid co-viewing that Nickelodeon as a franchisee enjoys. And that’s why you have advertisers that target both kids and families, âJaipuria explained.
The co-viewing on the genre was very crucial both from an advertising point of view and from an audience point of view. It has not stopped growing, as more and more parents want to become friends with their children.
Audience models and cluster vision
The Nickelodeon cluster with three channels (Nick Jr, Nickelodeon and Sonic) captures 33% of the children’s market share. It also holds the maximum share of the children’s advertising revenue pie, with a strong lead of 35%. It’s the network’s robust library with over 700 hours of content that has helped it stay ahead of the curve and be consistent with its performance.
Due to COVID, the overall television audience has increased. Nickelodeon has also seen a similar trend. However, as schools open for children over 7th grade across the country now, viewership numbers are likely to decline.
Telling us how the audience might change, Jaipuria said, âIt has increased at a very robust percentage of almost 39-40% during the lockdown and we have seen a decline of around 10% from now on, but I think at some point it’s going to stabilize and I think it will level off slightly above the pre-COVID level. So we might not go back to the pre-covid level but obviously we won’t stay at that very high 40% level as well, it’s not natural and it can’t happen as things go on. open and the distance moves from person to person in the household. But it will continue to be a kind of mass and I think it will stabilize above the pre-COVID-19 level. ”
With 11 local IP addresses, Nickelodeon will now focus on communicating with its viewers at multiple touch points and continue to build a library of content that meets the diverse needs of India.
âFrom a children’s entertainment perspective, the vision is to ensure that we continue to create bespoke and tailored content for children across the country. The vision is to ensure that we continue to organize and conceptualize content that has great potential, that is either relatable, identifiable or has the ability to transport children to a fantasy world. I think the vision is to create content, which is agnostic, so that we can meet their entertainment needs and preferences on whatever device they choose to actually consume us. So I think the vision is to create an ecosystem – a very dynamic evolved engagement ecosystem as an artist, where we engage them not only on TV, but we’re there with them on social media, Ott and us. can engage with them and give them the opportunity to play with the characters at different levels, which is in terms of the game in terms of challenges, tinkering, short form, long form. So we want to be the one stop shop for entertainment. We want to be a global ecosystem for children where we are able to engage and play with them in a holistic and responsible way, âJaipuria shared on a final note.