Having witnessed substantial growth in 2006, kids channel Nick is now looking at driving reach with kids. Talking to exchange4media, Nina Jaipuria, VP and GM, Nick India, said, “As a channel, one year down the line we want to be known as a comedy destination and create a laugh riot.”
Adding that the channel’s focus had so far been on content, distribution and marketing, Jaipuria said, “Today, our focus has shifted beyond that now that we have seen substantial growth. We are looking at driving reach with kids now.”
In order to do this, the channel would bring its characters off-screen and allow them to connect with children. “Our channel is basically about fun, masti, comedy. Every time a kid is watching our programmes, he or she should be laughing,” Jaipuria said.
“We make sure our content is safe and non-violent. We’d like to make sure we have the approval of the gate-keeper, who is the mother, and keep content that’s appropriate across age and gender,” added Jaipuria.
The channel has also launched other initiatives like NickJunior, which tries to bring out entertainment and education in one form through edutainment. “Our other marketing strategies include school contact programmes, posters up in cinemalls, multiplexes and our presence on GEC channels,” she said.
Nick has also put up posters on school buses. “We are trying to be at the right place, where the kids will be. We are trying to keep the 360-degree marketing approach and make our presence felt,” Jaipuria added.
The channel has also started a ‘Nicksters’ club, which has a database of kids’ names. “There are some universal ways in which kids think, and Nick has always been involved in research with this,” said Jaipuria.
The channel has seen a 138 per cent growth rate over the last one year, and their shares have increased from 6-8 per cent over the last year. “We want to make sure we are in the top 3,” Jaipuria further said.