Thakur
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On Sunday, July 6, Akshat Singh, the youngest
contestant in Viacom18 's Hindi general
entertainment channel Colors ' dance show,
Jhalak Dikhhla Jaa, would have been seen by its
TV audience in an animated cum live-action
dance performance. He had two other
characters dancing with him -Nick's Motu and
Patlu , from the kids channel's second locally-
made show. It is the latest in cross-pollination
that Viacom18's kids franchise, Nickelodeon, is
using to catch its 'screenager' audience.
Nina Elavia Jaipuria, EVP & business head - kids
cluster, says, "With children, it is about
reaching them in their homes, schools and
today, for the screenagers, the different
screens they watch content on. We would be
leveraging the strength of our network to
create such an ecosystem and cross-pollinate
even more." Audience reach is not the only
objective of a franchise that has been trailing
competition but has been growing fast of late.
Jaipuria says that such technological
innovations could make for a compelling sell
to advertisers. Kids genre on television is one
which may now have command over 7.5 per
cent in viewership share (cable and satellite
households, four years and above), after Hindi
GECs and movies, but its share of the total
advertising pie is only 4.2 per cent as per the
Ficci-KPMG Indian Media and Entertainment
Industry Report 2014 and TAM data. To boost
advertiser interest, Jaipuria says such media
innovations could also add value to brands for
a category (kids) that is "heavily under-
indexed". "It is time advertisers gave us our
due. We are reaching kids who, these days, act
almost like in-house consultants," says
Jaipuria.
With the 12-minute advertising cap,
Nickelodeon is focusing on these integrations
for brands. It had integrated GSK's Horlicks
Kesar Badam variant into its show Motu Patlu,
for example, by getting one of the characters
to drink it. "Instead of a passive placement, we
wrote the product into the script," Jaipuria.Read here Nick plans to grow up fast | Business Standard News
contestant in Viacom18 's Hindi general
entertainment channel Colors ' dance show,
Jhalak Dikhhla Jaa, would have been seen by its
TV audience in an animated cum live-action
dance performance. He had two other
characters dancing with him -Nick's Motu and
Patlu , from the kids channel's second locally-
made show. It is the latest in cross-pollination
that Viacom18's kids franchise, Nickelodeon, is
using to catch its 'screenager' audience.
Nina Elavia Jaipuria, EVP & business head - kids
cluster, says, "With children, it is about
reaching them in their homes, schools and
today, for the screenagers, the different
screens they watch content on. We would be
leveraging the strength of our network to
create such an ecosystem and cross-pollinate
even more." Audience reach is not the only
objective of a franchise that has been trailing
competition but has been growing fast of late.
Jaipuria says that such technological
innovations could make for a compelling sell
to advertisers. Kids genre on television is one
which may now have command over 7.5 per
cent in viewership share (cable and satellite
households, four years and above), after Hindi
GECs and movies, but its share of the total
advertising pie is only 4.2 per cent as per the
Ficci-KPMG Indian Media and Entertainment
Industry Report 2014 and TAM data. To boost
advertiser interest, Jaipuria says such media
innovations could also add value to brands for
a category (kids) that is "heavily under-
indexed". "It is time advertisers gave us our
due. We are reaching kids who, these days, act
almost like in-house consultants," says
Jaipuria.
With the 12-minute advertising cap,
Nickelodeon is focusing on these integrations
for brands. It had integrated GSK's Horlicks
Kesar Badam variant into its show Motu Patlu,
for example, by getting one of the characters
to drink it. "Instead of a passive placement, we
wrote the product into the script," Jaipuria.Read here Nick plans to grow up fast | Business Standard News
