Kids channel Nick has launched a new on-air contest ‘Aflatoon Afternoon’ from September 10, in the time slot of 12 noon-3 pm. The channel plans to attract new viewers and keep themselves engage with kids all the time through various contests and merchandise.
Kids have to tune in to Nick from 12 noon-3 pm, whereby popular shows from the Nick library will be showcased. The slot will have Ninja, Perman, Spongebob, Shawn the Sheep and Uncle Max. Having viewed the shows in the afternoon band, kids need to tell which is the most ‘aflatoon’ toon of the day.
Speaking on the reason for choosing the afternoon band, Nina Elavia Jaipuria, Vice President and General Manager, Nick India, said, “The focus of Nick and that of a lot of the interactive marketing in the past, has been on time bands. So contests like ‘Pakda-Pakdi’ have been focussed on time bands to drive more eyeballs. And typically that’s how you get children to sample different things. So this time we thought, why not try the afternoon time band.”
Sharing on more of the other initiatives in the merchandising sectors of the channel, Jaipuria explained, “We have eight categories on board recently. We have storybooks, board games, back-to-school items like tiffin boxes and water bottles. We are also heavily into apparels. The Dora apparel is already available in Lifestyle and Shoppers’ Stop. We have cups, plates and melamine stuff for children, as also party products.”
Excited with eight categories in eight months, Jaipuria proudly expressed, “We want to be where the kids are today. So whether they are in stores, home, shops, school or malls, we want to be with them, reach out to them and connect with them. Therefore, what we have been doing from January until now is all about reaching and connecting with them.”