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Nickelodeon ups the ante in visibility stakes with ‘Chhota VJ’ hunt
Nickelodeon, MTV’s sister channel, is all set to stir up some heat on the kids entertainment scene. And in true MTV-style, yesterday it unveiled its first major initiative in the country – Nickelodeon Chhota VJ Hunt.
The hunt is a first of its kind for the channel anywhere in the world. Highly interactive in nature the hunt, which commences today, will give one child the chance to host the programme block Nick Masala, not only on the channel but also on Zee TV, where Nickelodeon airs as a two-hour block in Hindi.
On hand to explain the strategy was MD Nickelodeon India Alex Kuruvilla. He pointed out that Nickelodeon wasn’t merely about cartoons. The channel encompasses a variety of genres, which include gameshows, live action and sitcoms.
Queried about distribution, Kuruvilla said the channel had been in a slow burn process for quite a while but the Zee AOL joint venture, which kicked in from March, finally gave the channel the thrust it was looking for. In the past six weeks the channel has nearly doubled its reach from 7 to 12 million households, he said, adding that he expected the figure to reach 15 million before the year was out. This surpasses the 10 million home target which had been set earlier earlier.
Said Kuruvilla: “Nickelodeon is not about adults creating programmes that they feel would suit kids. Programmes begin and end with children. Through the initiative Nickelodeon is looking to provide a breakthrough whereby a kids platform could be created.”
He said that the channel would concentrate on exponential growth and that revenues were a by-product of factors like marketing a channel and building brand loyalty. Once this is taken care of the money would flow in.
Auditions for the Chhota VJ Hunt are being presented by Nestle Munch in association with Kellogs Chocos, Act II Popcorn, Hero Cycles and Archies. The auditions will be held in four cities: Delhi, Mumbai, Chennai and Bangalore. Kids can also send entries through photographs with or without a VHS tape. Emails can be sent to netfundu.com or chotavj@nickindia.com. The hunt closes on 30 June.
As far as promotional activity is concerned there will be road shows, audition parties, and audition booths. In addition the channel will also use print advertising, hoardings posters etc. Promo spots will run on Nickelodeon, MTV and Zee TV in order to get the message across.
Although the channel is principally looking for one child in the hunt, it also hopes to create a talent pool where kids can have a platform to showcase their abilities. Kuruvilla added that the channel would be organising internal training programmes for kids so that they get the feel of being in front of a camera. The kids’ personalities would be considered and depending on that they could take up a specific task he said.
Kuruvilla said the Nickelodeon brand was a phenomenal success abroad. It reaches over 300 million homes in 30 languages worldwide. In the past one year it has commenced airing in China, Indonesia and Malaysia. In India the channel commenced airing in 1999 and it went to Singapore last year. The 2001 Nickelodeon Kids Choice Awards saw 15 million kids cast their votes. The hunt is basically a step towards replicating the international success story of the channel in India.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
