MUMBAI: Kids channels are getting more and more aggressive by each passing day to grab their target audiences’ attention. In a market where the kids’ space is growing by leaps and bounds, one wonders what makes one channel tick and not the other?
At the Promax&BDA conference in Mumbai, MTV Networks Asia senior producer creative and show development Clarence Tan shed light on the elements that make Nick tick!
Some of the popular franchisees that gives Nick an edge over the others are the Kids Choice Awards and shows like U Pick Live and Nick Takes Over.
“A good idea is something that works,” said Tan. Elaborating on some of the good ideas that ticked for Nick, Tan said that the channel’s ‘Because We Can’ campaign in the Asian region was a huge hit. The campaign showcased various kids who show off their talent in front of the camera, with the tagline, “Why should we put him on TV?…. Because we can!” Nick also took the campaign to US and Australia apart from Asia.
Another hot selling property that is popular with kids is U Pick Live, wherein kids have the power to pick what they want and have a whole new viewing experience. Since the show received rave response in the US, the network decided to take it to the UK and created a local version of the same to suit UK kids. “The set design, promos and packaging of the show was redesigned to match Nick UK’s brand proposition,” said Tan.
One show that clicked in the Asia Pacific region was Nick Takes Over, wherein the channel took over schools (in Australia), homes (in India) and bedrooms (in Singapore and New Zealand) and branded it. A high level of interactivity was involved, which connected immensely with the kids.
Nick’s Kids Choice Awards, now in its 18th year in the US, is another such property that makes the channel tick. “It is an award show for kids like the Oscars are for adults. The awards are entirely from a kids’ perspective and have been rolled out in countries like Brazil, Norway, Holland, Australia and China,” said Tan.
“It has been successful in these countries and it only makes sense to take it global,” Tan added. Well, from the sound of it, it seems to be only a matter of time when the Nick Kids Choice Awards will hit the Indian shores!
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