Nickelodeon India, the famed kids’ channel, has re-christened as a catchy Nick with a more homely feel, launching 12 hours of Hindi-dubbed programming. The Hindi programming is scheduled everyday from 8 am to 8 pm.
Through a dual audio feed, Nick has been gradually stepping up its Hindi content on the channel from four hours in 2003 to eight hours in early 2004 to a 12-hour time band, says an official release.
Alex Kuruvilla, Managing Director, MTV Networks India, is quoted as saying: "This is the year for Nick. We have joined The One Alliance platform. This will see serious growth in our penetration. We have launched our first marketing initiative with Saif Ali Khan and have plans to do a lot more programming around Bollywood."
The ‘Dekha Kya? Nick Ab Hindi Mein!’ campaign is being promoted on-air across Nick, MTV and extensively across local cable channels in Mumbai, Delhi and Bangalore. Over and above, the group is also working out strategies for an extensive outdoor campaign through the month of May across Mumbai, Delhi and Bangalore. And, leading kids publications (both Hindi and English) will carry the ‘Dekha Kya? Nick Ab Hindi Mein!’ campaign ads, the release says.
Nick and its sibling MTV, are the first-ever duo of children’s and music channels to join The One Alliance platform, a Sony Entertainment Television India (SET India) and Discovery Networks India (DNI) joint venture.