Kids
Nickelodeon pitches new programming
Nickelodeon, the Viacom-owned kids channel which launched in India in October 1999, has recently initiated a series of new programming blocks which it hopes will improve viewer recognition levels.
Nickelodeon has three programming blocks – Nick Jr., GAS and Toons on Toast.
Nick Jr., is targeted at younger viewers aged 2 to 5 years old and features Blues Clues, Eureeka’s Castle, Gullah Gullah Island and the premiere of Little Bill. Blues Clues has won the Parents Choice Gold Award in the US. Blues Clues features an animated girl puppy Blue and her human friend Steve, who invite viewers to interact and learn through play. The series has made strides in pre-school television by exploring advanced subject matter such as sign language, geography, physics, emotions and anatomy.
Based on the popular book by the famous comedian Bill Cosby, Little Bill follows the adventures of an inquisitive, energetic and highly imaginative 5-year-old boy as he investigates the world.
Nick Jr. can be seen weekdays from 9 am to 11 am.
GAS (Games & Sports) offers up thrills and spills through Global Guts, Double Dare 2000, Legends of the Hidden Temple and Figure it Out. Global Guts is a game show that makes sport fantasies, come true for kids from around the world with wacky sporting events. Double Dare 2000 challenges kids and their families mentally and physically, against competing families. Legends of the Hidden Temple features mystery themes and physical action where two teams of kids compete to find an ancient artefact hidden on the set of a Mayan ruin. Hosted by former US Olympic champion, Summer Sanders, Figure it Out features Nick stars guessing each contestants hidden talents.
GAS airs weekdays from 3 PM to 5 PM
Toons on Toast serves up Nickelodeon’s most popular animation shows in the morning with Rugrats, Hey Arnold!, The Wild Thornberrys and CatDog. Toons on Toast airs weekdays from 6 am to 8 am.
Nickelodeon projects itself as a multi-genre kids channel unlike Cartoon Network which is solely an animation channel. However, its pitch has failed to enthuse and it remains a fringe product at the moment with acceptance problems somewhat akin to that faced by Hallmark in the English movie segment.
Nickelodeon’s problems are if anything much worse because of distribution problems. The channel has an exclusive distribution alliance with the Zee Group’s Siti Cable Network. It is hoping the new programme blocks it has put together will provide a platform for the channel to obtain carriage on other MSOs as well.
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!
