Social distancing in order to combat Covid -19 has bound kids to their homes. To get through this period, Nickelodeon, the entertainment destination in the kids' space, has announced a new content line-up.
Nick and Sonic will ensure there is no dull moment in the lives of their fans by offering new stories across kid’s favourite shows such as Motu Patlu and Rudra on Nick and Ninja Hattori and Pakdam Pakdai on Sonic. Taking the kids into a new world of fun will be the made-for-TV movies of Motu Patlu and Rudra on Nick.
Nick Jr., the channel for toddlers, will also air new episodes of Paw Patrol. All the content across Nick and Sonic will be available in eight languages — Gujarati, Bengali, Marathi and Malayalam along with existing languages Hindi, Tamil, Telugu and Kannada, thus ensuring that fans across the nation will be able to watch their favourite toons in the language of their choice.
In this period of lockdown, the kids’ genre has seen a 33% growth by moving up to 9% share in total TV at 2+. While the Nickelodeon franchise dominates the category with 8 out of Top 20 shows belonging to its programming line-up.
Currently the Nickelodeon franchise leads the category with 34 % market share and has witnessed 28% growth in ratings with a 6% increase of weekly reach and a 20% increase in weekly viewing minutes across the franchise. As families stay indoors, co-viewing of the Nickelodeon franchise has grown substantially (15+ age group has seen a 23% growth) this week.
Nina Elavia Jaipuria, Hindi Mass Entertainment and Kids TV Network Head, Viacom18, said, “Kids are at the centre of our universe and their well-being is of utmost importance to us. In the wake of Covid-19, we request all to stay safe indoors and have an enjoyable time at home. During this time when families must stay inside, we are offering our young viewers fresh episodes of their favourite shows so that they can bond with their families while enjoying the company of their beloved Nicktoons. We at Nickelodeon believe this is a time to be positive, remain safe and we commit to do all that we can to make our viewers smile and feel upbeat.”
With a perpetual spirit to innovate, Nickelodeon is giving kids a reason to feel good with their light-hearted campaign #HomeOkPlease. The adorable Nicktoons are delivering the message of staying indoors, social distancing, washing their hands, etc. in a tone and manner that is light-hearted and humorous. This campaign comes to life on social media though posts, videos, memes, gifs. Nickindia.com has put up host of games of Rudra, Motu Patlu, Shiva to name a few in addition to some wonderful DIY videos and formats that kids can engage with and feel occupied.