Indiantelevision.com's Kidology
 
 
Dora to Explore India on Nick's summer trip
 
Indiantelevision.com Team
(13 April 2007 5:00 pm)
 

MUMBAI: In its efforts to rapidly increase its presence in the Indian kid's TV market place, Nick in India is going to be buzzing with activity over the coming summer months. On the cards is the re-launch of their website Nickindia.com with a more interactive touch, but for now, the channel is set to kick off with a grand start by bringing its most iconic pre-schooler Dora the Explora to Indian shores.

Nina Jaipuria gives Dora a big warm hug welcoming her to India

As part of a larger channel initiative, Dora will be promoting the five hour pre-school block Nick Jr. to its 2-6 year old fan following and in doing so is looking to promote to Indian mothers the wealth of information that this edutainment block has to offer.

Explaining the channels plans Nick India GM and VP Nina Elavia Jaipuria shares Nick Jr. philosophy of 'Learn while you play and play while you learn.' The channel has already previously stated that the key focus for this year is to build reach. Following from that, this endeavour is looking to spread channel awareness through Dora and instill in mothers the confidence "that television is not so bad for children after all," says Jaipuria.

A two hour show, Dora The Explora keeps child development top of mind and through all her adventurers this seven year old teaches kids problem solving skills through thought provoking questions, communication skills, counting and introduces English as a second language through simple phrases.
With hoots and flags kids welcome Dora

Jaipuiria highlights the magnanimity of this property to the channel Internationally, by saying that it has generated over $3 billion in retail sales of merchandise globally since 2000 and is the most watched preschool show across the globe for kids.

In India, the company has already kicked off a Dora apparel range and party products. Apart from Dora, the morning pre-school offering hosts shows like Go Diego Go, Enjie Benjy, Lazy Town, Peppa Pig, Meteor and the Mighty Monster Trucks, Fetch the Vet and Tumoya Island each delivering their educational messages to kiddies.

When queried about the response to the stream of on-ground activities that the channel has implemented since December 2006, Jaipuria replies, "Tam data from the first week of January to the 13 week says we are the fastest growing channel in the category, infact we have increased our market share from 8 - 11 per cent over this period. Our ratings have also jumped from .18 per cent to .31 per cent which is a measure of our success."

The channel has hosted the Masti Dosti and Pakda Pakdi contest and Jaipuria is thrilled by the 100,000 entries that came in for the latter, which helped the channel to grow by 76 per cent across the top three metros Mumbai, Delhi and Kolkata, she opines.
 
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