Viacom18 Media (a 50:50 joint venture between Viacom and Network18) today announced the expansion of the Nickelodeon franchise in India with the launch of ‘Nick Jr.’, an eco-system for pre-school kids and moms.
The channel aims to become the destination for kids from two to six years and their moms.
After Colors, MTV, Nickelodeon, Vh1, Sonic and Comedy Central, Nick Jr. is the seventh channel from Viacom18 in India and the third under the Nickelodeon brand after Nick and Sonic.
Announcing the launch of Nick Jr., Sudhanshu Vats, Group CEO, Viacom18 Media stated, “We’re delighted to add yet another successful Viacom franchise to our India portfolio – Nick Jr. With the launch of Nick Jr., the spectrum of Viacom18 offerings now extends from two years to 62 years and beyond, an enviable position in our space.”
According to Vats, with 30 million kids born in India every year, and given the parents’ primary concern for their overall growth and development, pre-school is one segment that is bound to become significant in time to come.
The channel would comprise programming content which would be kid-friendly, safe and edu-taining and is globally screened across 125 countries in over 25 languages. Each show on the channel would be created with clear curriculum goals and keeping a child’s growing needs such as motor, cognitive, creative or technical skills.
With properties such as Dora the Explorer, Go Diego Go, Team Umizoomi, Bubble-Guppies and Blues Clues, amongst many others, Nick-Jr’s shows would be well-researched and proven to aid learning amongst pre-school kids. The channel would telecast 100 per cent international shows that will air daily from 6AM to 7PM, post which Teen Nick takes over.
Nina Elavia Jaipuria, EVP and Business Head, Kids Cluster, Viacom18 stated, “As a kids’ broadcaster, the Nickelodeon brand today is an all-encompassing ecosystem for kids of all ages and brands of all genres, to interact, engage and grow together. The channel will be like a surrogate mother handholding kids and helping them learn and develop new skills and knowledge in a way that is entertaining as well as warm and caring.”
Bringing to life Nick Jr.’s iconic characters and shows, Viacom18 plans to launch comprehensive range of consumer products at retail, across categories, to build engagement with the kids, outside television as well.
Distributed by Indiacast and available in English across all major cities in India, the channel is available on DTH platforms such as Videocon D2H, Airtel and will soon be launched on Tata Sky. It is also available on DAS platforms such as Hathway Cable and Datacom, Incable, Digi Cable, WWIL, DEN, etc.
Nick Jr. will also have strong online presence to engage and interact with young parents. The website will aim at providing useful tips and information on a growing child’s need from experts. Nick Jr. website will also have interesting games for toddlers that will be on the same lines as the channel – entertaining and educational.