Dinesh jain
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Chase comedy franchise ‘Pakdam
Pakdai’ is strategically shifting from Nick to
sibling channel Sonic. The move is expected to
give a leg up to the action-oriented channel
Sonic as it gears up to celebrate its third
birthday on 20 December.
From 22 December, ‘Pakdam Pakdai’ will only air
on Sonic from Monday to Friday at 7 pm. As part
of its franchise extension plan, the kids
broadcaster is all set to launch the first Pakdam
Pakdai movie that will premiere on Sonic on 25
December at 11.30 am.
“We have made a strategic shift by taking
‘Pakdam Pakdai’ to Sonic. We are also launching
a whole new range of shows on Sonic. We want
to take Sonic to a higher level. Today, Nick is 20
per cent share and Sonic is only 5 per cent
share. Now it’s time for us to focus on Sonic.
The shift of ‘Pakdam Pakdai’ to Sonic is a
strategic move in that direction,” Viacom18
Media EVP and business head of kids cluster
Nina Jaipuria said.
The addition of ‘Pakdam Pakdai’, which
contributed 9 per cent ratings to Nick, is in line
with Sonic’s strategy to bring alive the thought
of ‘Action ka tevar with comedy ka flavour’.
Jaipuria feels that the strategic shift of getting
people who have already sampled ‘Pakdam
Pakdai’ on Nick will help in adding to the viewer
base of Sonic. The action-oriented channel is
targeted at the 10–17 age group.
Chase comedy 'Pakdam Pakdai' moves from Nick to fuel Sonic’s growth | TelevisionPost.com
Pakdai’ is strategically shifting from Nick to
sibling channel Sonic. The move is expected to
give a leg up to the action-oriented channel
Sonic as it gears up to celebrate its third
birthday on 20 December.
From 22 December, ‘Pakdam Pakdai’ will only air
on Sonic from Monday to Friday at 7 pm. As part
of its franchise extension plan, the kids
broadcaster is all set to launch the first Pakdam
Pakdai movie that will premiere on Sonic on 25
December at 11.30 am.
“We have made a strategic shift by taking
‘Pakdam Pakdai’ to Sonic. We are also launching
a whole new range of shows on Sonic. We want
to take Sonic to a higher level. Today, Nick is 20
per cent share and Sonic is only 5 per cent
share. Now it’s time for us to focus on Sonic.
The shift of ‘Pakdam Pakdai’ to Sonic is a
strategic move in that direction,” Viacom18
Media EVP and business head of kids cluster
Nina Jaipuria said.
The addition of ‘Pakdam Pakdai’, which
contributed 9 per cent ratings to Nick, is in line
with Sonic’s strategy to bring alive the thought
of ‘Action ka tevar with comedy ka flavour’.
Jaipuria feels that the strategic shift of getting
people who have already sampled ‘Pakdam
Pakdai’ on Nick will help in adding to the viewer
base of Sonic. The action-oriented channel is
targeted at the 10–17 age group.
Chase comedy 'Pakdam Pakdai' moves from Nick to fuel Sonic’s growth | TelevisionPost.com
