Nick gets a new logo; increases focus on digital, BTL, retail segment
Kids’ channel Nick is undergoing a revamp in terms of a new logo, which will be a common thread that will bind all the Nick brands together. Along with this, Nick India also intends to focus on areas such as digital, BTL, as well as the retail segment.
Come Friday and Nick India will sport a new logo, which has been globally conceptualised and will be used across its global network. Nickelodeon and its sister channels have a new logo that has replaced its ‘splat’ identity. The new logo continues to retain the orange colour that is present in the current logo.
Talking about the initiative from a global perspective, Steve Grieder, Senior VP, Nickelodeon International, said, “The logo change and the new logo is basically to unify all the group’s brands under one umbrella. While our core TG continues to be kids, with the new logo, we intend to connect to a larger set of audience.”
The new logo has been conceptualised in-house and will roll out across various markets in a phased manner.
As far as Nick India is concerned, Nina Elavia Jaipuria, Senior VP, Nick India said that along with the logo change, the channel was looking at beefing up its programming as well. Thus, the channel is launching an art-based show (‘Artzooka’), which will be telecast on Sunday mornings and another football-based show (‘Dreamkix’), which will be telecast Monday to Friday at 6 pm. Recently, the channel also forayed into the South market with Tamil and Telugu versions.
Besides this, the channel’s website is also slated to get more interactive and be on the lines of a social networking site, where users can interact with each other. Jaipuria said, “This is a very clear setting for growth and for widening the gap between the players in this genre.”
The channel currently has approximately 300 brands that advertise and besides the kid-centric brands, sectors such as telecom and FMCG also advertise on the channel. Last year, the channel had hiked its ad rates by 50 per cent, it intends to increase it even further in October this year. The channel also sees an opportunity to have more AFP-based shows.
Another area that the channel intends to focus on is BTL and it plans to start its ‘Back to School’ campaign soon. Apart from that, there is a strong focus on the retail segment as well, as the channel has consumer products across 30 categories and more than 500 SKUs.
Media professionals, however, feel that Nick India will predominately classify as a kids’ channel. According to Dinesh Vyas, Head, TME Mumbai, “One major reason why channels undergo rebranding is to refresh audience interest in their channel. In line with that, the channel introduces a couple of new shows to cater to a wider audience base. However, Nick India is known as a children’s channel and will continue to be known so. The addition of the new shows is a strategy for the channel to justify the hike in ad rates.”
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