Nickelodeon launches fifth local IP Rudra; targets 500 hrs of content by FY19
A category first, Rudra is a magic comedy series that has been produced by Green Gold Animation.
After launching four successful original IPs of Motu Patlu, Shiva, Gattu Battu and Pakadm Pakadi, kids channel Nickelodeon is all set to introduce its fifth original-- Rudra – Boom Chik Chik Boom.
A first in the category, Rudra is a magic comedy series . It has been produced by Green Gold Animation and will start from June 11, airing Monday to Friday at 7.25pm.
With Rudra, the channel has forayed into the untapped genre of magic, emerging as the franchise with the widest array of local IPs. Nickelodeon currently has a local content library of over 350 hours and targets to take the number up to 500 hours of content by FY 19.
Speaking about the channel’s growth trajectory, Nina Elavia Jaipuria, Head – Kids Entertainment Cluster, Viacom18, said, “If you see the data of the last eight weeks, Nick continues to be the Number 1 channel in the genre with 537 TVTs (with a huge margin) and Sonic is on Number 6 with 262 TVTs. Apart from Nick and Sonic, Nick Jr is also doing well with 83 TVTs.”
“Kids are the most sough-after TG and the space has suddenly become cluttered. Competitors like Sony Yay Discovery Kids, Disney and Hungama have really turned on the heat and so has Turner. This summer, 5-6 new shows are happening in the kids category and that's how the competition has heated up in the space,” Jaipuria said.
She further added, “Our new character Rudra is another category first and is sure to be loved and adored by kids. We have been focused on creating an entire ecosystem for kids that extends beyond television to movies, on -ground, digital, experiential, consumer product and OTT with our successful portfolio of iconic made in India IPs. The launch of Rudra will add further depth to our portfolio and provide impetus to our objective of engaging kids and creating a dynamic kids ecosystem.”
As a network, Viacom18 reaches out to 44 million kids in the country, which is the highest for any franchise. Also, other channel from the network Sonic has witnessed a 257 per cent growth compared to 2015.
Speaking about the business, Jaipuria shared that despite the implementation of GST and de-monetization, Nickelodeon got a topline growth of 15 per cent while others witnessed single digit growth. “We had continuous ad sales and subscription revenue growth. Over the years, we have seen 9 times growth in the franchise,” she mentioned.
Jaipuria also claimed that the channel is doing good not only in the kids category, but also the GEC genre. “Nick shows occupy 24 per cent slots and give 57 per cent GTVT on Rishtey and 7 out of the top 10 in GEC are Nick shows.”
Nickelodeon is also winning hearts outside India. Shows such as Motu Patlu, Shiva and Gattu Battu have been syndicated in Bangladesh, Sri Lanka, Indonesia, Singapore, Nepal and Mauritius.
Speaking about the new show, Anu Sikka, Head – Content, Kids Entertainment Cluster, Viacom18, said
“It is just not about creating local IP but it is about we wanting to do it differently. We did research to find out the need gap and the category which was not available in the market. Magic with comedy, a completely new genre, works brilliantly with the kids. However, despite the interest, there have been no such characters created out of India. Rudra will plug this important need gap and provide kids a character that can take them into a new imaginary and mystical world of magic.”
The show’s launch will be supported by a robust promotion plan across all network channels. It will also be brought to life on social and digital platforms through games and a high decibel outreach plan.
The promotions will be extend into the upcoming Back To School Season through Nickelodeon’s school contact programme, taking Rudra out of television screens into the daily life of kids. Apart from this, Nickelodeon will unveil its first TV studio at Kidzania. Kids can learn how to become a dubbing artist at Nickelodeon studio at TGIP Mall, Noida and an upcoming studio at R City, Mumbai.
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