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Nickelodeon gears up for action-packed 2015

Nickelodeon will get back ‘Oggy and the Cockroaches’ on the channel after two years &‘Pakdam Pakdai’ from Nickelodeon will shift to Sonic

Sarmistha Neogy | Mumbai | December 18, 2014

Nick_LogoLeading kid’s entertainment channel Nickelodeon hopes to start the New Year with a bang, by getting its popular animated property ‘Oggy and the Cockroaches’ back on the channel. Also, ‘Pakdam Pakdai’, its other show, will shift to Sonic, thus setting the stage for the franchise’s journey towards creating new milestones.

Both Nickelodeon and Sonic have seen a meteoric rise in 2014. The top three grossers on Nickelodeon have been - Motu Patlu (44%), Ninja Hatori (43%) and Pakdam Pakdai (9%). The latter being a new property, is growing slowly but steadily. The channel, in order to be close to children, has implemented a lot of product placements, promotional licensing, product licensing, leveraging the Viacom18 platform.

Nina Elavia Jaipuria Nina Elavia Jaipuria

This category continues to grow at a pace of 14-15%, despite the challenges. Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18, said, “This space continues to be very under-indexed, yes it is growing and is in the right direction, but there is still a long way to go. An animated episode on our channel costs around Rs 15-20 lakh, which is much higher than what a per-day episode on a GEC would ideally cost. Also, it will be very wrong to assume that children are not ‘influencers’, because today nothing happens in the family, without their decision. The second being, there is a dearth of good writers in the animation space and there is a sense of fatigue being seen. Therefore, it is very important to write a good script which children will like.”

Nickelodeon will launch ‘Oggy and the Cockroaches’ on January 1, 2015. The ‘Made for Each Other’ partnership, along with other popular toons such as ‘Motu Patlu’, ‘Ninja Hattori’ and others will bring the New Year alive for the ‘screenagers’. Adding to the Christmas cheer and fervour will be a high-decibel consumer campaign called ‘Lift your Gift’. Further upping the entertainment quotient in January will be the fifth ‘Motu Patlu’ movie, for television exclusively, called ‘Motu Patlu aur Khazaneki Race’.

As part of the franchise’s future plans, ‘Pakdam Pakdai’, the action-packed, chase-comedy will shift to Sonic, starting December 22, 2014. This is in line with Sonic’s strategy to bring alive the thought of ‘Action ka tevar with Comedy ka flavour’. Looking at further building the ‘Pakdam Pakdai’ franchise, Nickelodeon will also launch its first movie called ‘Pakdam Pakdai – Don v/s Billiman’ on December 25, at 11.30 AM. Adding to the supersonic line-up will be ‘Sci -Fi Santa’ and all new episodes of ‘Power Rangers’, with an entertaining array of new shows like ‘Rimba Racer’, ‘Mini Ninjas’ & ‘Jungle Bunch’.

After having witnessed significant viewership growth of over 200% in the last year, Sonic is all set to move to the next echelon of growth. In 2014, the channel’s reach has grown by 63% and time spent has risen by 93% as compared to last year.

Talking about future plans, Jaipuria said, “At Nickelodeon, we have always innovated, pioneered new initiatives and challenged the norms to rise to the top. In 2015, we will further fortify our leadership position by focussing on aggressive growth, creating and nurturing a wide portfolio of endearing characters. The Nickelodeon franchise would be a force to reckon with, as it continues to engage, entertain and add value to all its stakeholders.”

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