Music and Youth
MTV readies Nickelodeon push
Nickelodeon, the neglected child of the Viacom family in India, looks to be finally getting the attention it has craved for long.
Nick will see some major programming and marketing initiatives within the next three weeks, says MTV India managing director Alex Kuruvilla. Barely two months after being taken up by the Zee-Turner bouquet for distribution, the kids’ channel’s viewership has increased from 5.5 million to eight million, according to Kuruvilla.
An upbeat Kuruvilla, who says says the network undertook some qualitative research in Delhi, Mumbai and Bangalore recently to assess Nick’s reach found that 80 to 90 per cent of children, exposed to just two weeks to Nickelodeon, shifted to it from other kids’ channels. MTV India distribution head Sanjeev Hiremath says that Nick’s channel positioning too will be rejigged in the coming two to three months.
“In the first phase, we focussed on distribution. In the next, we will take up channel positioning”, Hiremath says.
In the US, Nick commands a powerful audience with its mix of toon and reality programming. In India, however, the channel has failed to generate mass interest thus far, even as rival Cartoon Network surged ahead in popularity. While Nickelodeon suffered from a lack of viewership when it was bundled with the Zee bouquet, the distribution tie up with Warner seems to have given Nick the much needed push. In the 14 months it has been around in India in its present avatar, Nick was unable to match the numero uno position it commands in the US and was labouring on with a viewership of barely two million, admits Kuruvilla.
With it getting noticed, however, Nick is sprucing up its programming. Nick Masala, the two-hour Hindi block is already drawing in viewers although Kuruvilla maintains there is no urgency for localisation on the channel. Its two-hour block on Zee is also drawing ratings of around 0.4, he says. Kuruvilla is also bullish about ad revenues for Nick, which he sees picking up after the increased viewership figures.
MTV meanwhile, is seriously pursuing its plan of going digital within the next three to six months, says Kuruvilla. Cross promotions for Nick have already picked up on MTV and will see a spurt in the coming days with prime properties like Jimmy Neutron: Boy Genius becoming a highlight of Nick’s programming. While MTV itself is undecided on whether it will continue to remain independent or will join a bouquet, Nick too “is keeping its options open,” says Kuruvilla. The channel will also look at locally created animation programmes in the medium term, he adds.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
