Kids
Nick sees 70% ad growth in FY10; eyes 40% growth this year
MUMBAI: No kidding around! Kid‘s channel Nick India Nick India registered a 70 per cent ad revenue growth in FY10 as the channel added new clients to its rooster even as it devised ways in which existing clients could up their spends during the year.
Says Nick India SVP and GM Nina Elavia Jaipuria, “Recession did make advertisers cautious spenders. But we teamed together with our clients to devise various brand activation strategies to create a direct consumer connect. While we added 30 new advertisers to our client list growing our brands to 309, many existing clients increased their ad spends during the year on the channel,”
Jaipuria notes that while a chunk of this revenue flowed in from kids advertisers such as Nestle and GSK, various non-kids category too participated in this revenue upswing. These include categories such as FMCG, banking & insurance, telecom and DTH.
“While our core TG is the 4-14-year-olds, kids channel also generate a lot of co-viewing through young parents and other family members. This is because Indian homes still run as single TV households,” she explains.
This year, Nick is aggressively pushing for a 40 per cent ad growth over the previous fiscal, with a major thrust on customized brand solutions.
Informs Jaipuria, “We will concentrate on creating campaigns around advertisers that go beyond television and bring in the touch-and-feel factor. We will look at making the brand tangible while leveraging our platform. We are also planning to increase our ad rates. And now that Nick has stepped into the South zone, we will also target the south-based retail clients to add to our client base.”
The channel is also looking at generating additional revenues from licensing and merchandising (L&M). “We have taken only additional steps in L&M but we have strong growth plans for this segment this year,” she informs.
Nick is also planning to expand in the areas of localised animated content, with some shows which are to be produced in India.
“While acquisition has to come as part of the content creation module, adding the localisation thrust will balance the acquisition vs local content mode, which in turn will help to get the right return on investment,” she avers.
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!
