Kids New initiatives on cards from Nick

New initiatives on cards from Nick

Author | Noor Fathima Warsia | Tuesday, Feb 22,2005 8:07 AM

New initiatives on cards from Nick

Still playing low on the ratings chart, Nick continues to make noise to lure in the kid audience. The channel had recently launched a few initiatives, which as per the channel officials though didn't do much on the ratings front, have still brought in their own benefits. Adding to them, the channel is ready to kick off its new show 'My Dad the Rockstar' on February 26.

Two major launches that came from the channel recently were 'J Bole to Jaadoo' and 'Dum Dum-a-Dum. Sharing more on whether these numbers are as per expectations, Pradeep Hejmadi, Director, Business and Operations, Nick says, "Yes and no. No because our ratings may not necessarily be what we'd like them to be. They are certainly not representative of the popularity of these shows. And Yes because they have increased our profile as a local brand. Both shows have helped us immensely by improving the availability of the channel."

However, the channel shares for Nick don't really register much increase. Throwing some light on the channel's opinion in this regard, Hejmadi says, "Viewing habits don't change in a snap but we've come a long way since the beginning of 2004, and the start of our localisation initiatives. Our channel share continues to increase slowly. Also, you can't look at Nick's channel share in isolation. For example, note the dramatic decrease in the leader's channel share, creating an opportunity for the other channels in the fray. The overall buzz in the kids' channel space has got kids to expect and hence seek much beyond what they had no choice but to expect earlier."

The new show 'My Dad the Rockstar' is based on the book 'My Dad The Rock Star: Rebel Without A Nose Ring, by Gene Simmons of rock band 'Kiss'. It follows the misadventures of Willy Zilla, a 12-year-old kid with a billionaire rock star father. It will be aired on weekends at 10.30am and 3.30pm.

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