Kids
Nick US continues building on leadership position
MUMBAI: US kids channel Nickelodeon says that its in the top spot for the 11th consecutive year.
The channel says that it led basic cable as the top-rated network within the total programming day for the second quarter of the year i.e. 27 March to 25 June among total viewers and across all kids’ demos, according to Nielsen Media Research.
In addition, the network grew double digits in its multiple media offerings — including Nick.com and Nickjr.com from year-to-year, and video-on-demand — and excelled on its broadband, online gaming platforms.
Among the network’s primary demo of kids 2-11, the network posted a 3.8/1.3 million K2-11, up three per cent over second quarter 2005, and 81 per cent ahead of Cartoon Network (2.1/675,000 K2-11) and 52 per cent ahead of Disney (2.5/801,000 K2-11). With preschoolers, the network also ranked first, averaging a 4.5/560,000 K2-5, up 10 per cent over last year’s like time period, ahead of Cartoon Network by 137 per cent (1.9/237,000 K2-5) and 73 per cent versus Disney Channel (2.6/326,000 K2-5).
However among tweens 9-14, Nickelodeon remained flat for the quarter, earning a 2.5/526,000 T9-14. It still beat its competition by double digits. Among kids 6-11, Nick is up more than one rating point above its closest competitor (Nick earned a 3.5 rating while The Disney Channel averaged a 2.4 rating), equating to a 46 per cent lead.
Nickelodeon adds that it was the only major kid network that posted year to year gains among the preschool (kids 2-5) audience. During its Nick Jr. block (Monday – Friday 9 am – 2 pm), then net beat kid competitors Disney Channel and Cartoon Network by 187 per cent and 196 per cent respectively.
Nick Jr. maintains the top seven out of 10 preschool programmes on commercial TV. These were Go, Diego, Go! , Dora the Explorer, The Wonder Pets, Blue’s Clues, The Backyardigans, LazyTown and Miss Spider.
Contributing to the Nickelodeon’s quarter-to-quarter growth, were several large events including Nickelodeon’s 19th Annual Kids’ Choice Awards (KCAs). This year’s KCAs garnered an average of 3.2 million kids. In its first ever simulcast on TurboNick – a first in awards show history — the KCAs drove Nick.com to a high traffic day of more than 1.2 million unique visitors. Fairy Idol, a one-hour special based on Nick’s The Fairly OddParents, also hit high numbers drawing more than five million total viewers and more than three million kids.
As Nickelodeon continues to build its leadership in new and emerging media platforms, it has increased usership on multiple media platforms in the kids’ space, particularly with its broadband platforms, TurboNick and Nick Jr. Video, and its online sites, Nick.com and Nickjr.com.
— TurboNick, Nickelodeon’s broadband video service on Nick.com, generated 63.2 million streams in second quarter 2006, up +46 per cent over first quarter 2006. It broke its record for the highest monthly streams with more than 28 million streams in June 2006, a 33 per cent increase from May 2006.
— Nick Jr. Video, Nick Jr.’s broadband video service on Nickjr.com, garnered more than 27 million content streams in second quarter 2006. Nick Jr. Video is rapidly approaching its 100th million stream since its launch in August 2005.
— Nick Jr. Parents TV, the networks broadband service geared towards parents, generated almost 14.5 million streams for second quarter 2006, up +14 per cent versus first quarter 2006.
— For the quarter, Nick.com averaged almost 14 million unique monthly visitors, which is a 67 per cent increase versus first quarter 2006. In May, Nick.com attracted more than 14.5 million unique marking the site’s best month ever.
— Nick.com has also had more than 231 million game plays on the site this quarter, and Nickjr.com raked in 183 million game plays, up 69 per cent and 88 per cent respectively over second quarter 2005. Danny Phantom: Freak For All was the number-one game for the quarter recording 7.6 million game plays on Nick.com, while Dora’s Puppy Adventure was number-one on Nickjr.com recording 11.4 million game plays in second quarter.
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
