Viacom18 rebrands kids' channel Sonic to push it to the second slot after Nick

Sonic's swish avatar goes live from May 3, while the network sets about sprucing up content and the graphic elements of its second kids' channel

BestMediaInfo Bureau | Mumbai | May 3, 2016

Viacom18, which has managed to push up its kids' channel Nick, to the top slot, is now focusing on building Sonic as a strong second in the genre.

Nina Elavia Jaipuria

Nina Elavia Jaipuria - EVP and Head - Kids Cluster, Viacom18, confirmed to BestMediaInfo that the Viacom18 network had decided to rebrand the kids' channel Sonic, launched in 2011. The new swish avatar of the channel will go live from May 3, 2016.

The content strategy of the channel will now evolve to edgy comedy along with riveting action, all of which will be brought alive through renewed graphic elements and the new vibrant logo, imbued with energy and life.

The channel is already geared up for the transformation through a refreshed line-up in programming. India's first action comedy series, the super successful, 'Shiva' has already moved to Sonic. 'Shiva' has been a successful property on the flagship channel Nick, often appearing in the list of top five programmes within the genre.

Along with 'Shiva', new episodes of 'Pakdam Pakdai', 'Oggy the Cockroaches' and some existing popular shows like 'Supa Strikas' and 'Shaun The Sheep' will be added on to the line-up of programmes.

Sudhanshu Vats

“Our flagship kids channel Nick has been the genre leader for almost two years now and our kids' portfolio is amongst the top two in India. Seen in this light, the rebranding exercise for Sonic is part of an evolving content strategy aimed at building Sonic up as a strong second to Nick, thereby increasing the combined viewership share of our kids' portfolio as we aim to cement our position as the number one kids' content destination in India,” said Sudhanshu Vats, Group CEO, Viacom18.

Underscoring the importance of the kids' genre, Vats said, “Our commitment to the genre is reflected in how we've placed it across our network through consumer products and a dedicated section in our OTT service Voot.”

The refreshed look of the channel will become effective with the 'Shiva' campaign. The expansive marketing campaign will have an extensive cross channel plan, large scale on-ground, ambient engagement and interesting online interactivity. On-ground initiatives like retail and mall partnerships, the association with Pantaloons for the Junior Fashion Icon, 'Shiva' themed games and meet-and-greets at Funcity, and other places, are also part of the promotional plan ? all of which will enable kids to engage with the all - new Sonic.

“While Nickelodeon continues its dream run, our focus for this year is on building Sonic into a formidable channel that becomes a part of every child's daily life,” Jaipuria went on to say, adding, “Our research shows that children love action but with a significant dash of comedy. It is aligning to this insight that we have curated the all new Sonic that is fun, refreshing, vibrant, full of action and entertainment and with an edgy sense of humour which we are sure that children will love.”

Sonic has been operating in the kids' action comedy space right from the start, competing directly with Disney XD, another industry counterpart.

Info@BestMediaInfo.com

Info@BestMediaInfo.com