Six years after its launch in India, Nick is accelerating its localisation efforts. Starting January 1, 2006, Nick will be available as a 24-hour Hindi language service in Hindi speaking markets. For audiences in non-Hindi speaking markets, the channel will continue to be delivered in English. This is a significant step in Nick’s ongoing localisation initiatives to broaden its audience appeal.
“We are in the middle of implementing a multi-pronged strategy to push growth, driven by some innovative flagship events, grid restructuring and a new team on board, among other things. The launch of a 24-hour Hindi service marks the beginning of a really aggressive programming line-up for 2006,” said Hema Govindan, Vice-President and General Manager, Nick India.
In addition to the two local productions that Nick currently has, the channel plans to bring in more locally produced programmes in the New Year. More so, on New Year’s Day, when the channel will take its Indianisation efforts a few steps further by launching a brand new season of local production ‘Dum Duma Dum’, Nick’s popular family game show that combines physical challenges with skill, knowledge and mental application.
This follows the extension of the popular GAS (games and sports) block to one-and-a-half hours daily. Moreover, India’s most popular alien can now be seen every day of the week at 6 pm on ‘J Bole Toh Jadoo’. These changes are in line with a comprehensive change to Nick’s programming line-up bolstering its kids’ prime time offering.
To promote the new Hindi feed, the channel has put in place loyalty promotions and school contact programmes to popularise the characters in its kitty.