MUMBAI: Close on the heels of the announcement of a new head, Nickelodeon now boasts of entering the ratings game as the second longest watched channel amongst kids over the last three weeks (Week 40 to Week 42, daypart 07:00 – 22:00, 4-14 ABC, HSM1L+ markets).
The latest Tam data suggests that specific to this week (ie.Week 42, 15 – 21 October) Nick has squeezed itself into the second spot with timespent/viewer (TS/V) as being 162.05 minutes. However, the timespent/universe (TS/U), tells a different story as Nick slips to the fifth position with 22.2 minutes.
Hungama TV heads the pack, while the Disney Channel has overtaken the two players from the Turner stable, Cartoon Network and Pogo.
What‘s interesting, is that for same period (Week 42) Nick has held 0.41 TVRs outrunning the Southern leader Toon Disney (0.30 TVRs) and is not trailing too far behind Pogo which has clocked 0.46 TVRs.
Nick appears to be heading for happier times as it also claims the leadership position among all kids‘ channels in the younger kids category as time spent is pegged at 228 minutes (Week 42, daypart 07:00 – 22:00, 4-9 ABC, HSM1L+ markets). This category has seen a growth in GRPs of 83 per cent (From 84 in Week 39 to 154 in Week 42).
Additionally, over the past four weeks (Week 39 to Week 42) the time spent per individual on Nick has risen 74 per cent, while GRPs have risen 62 per cent to 86 (from 53 in Week 39 to 86 in Week 42), the channel claims.
Putting up a firm fight, the key properties that seem to be propelling this growth include Ninja Hattori, The Munnabhai Show and The Adventures of Jimmy Neutron.
Walt Disney Television International (India) executive director – programming and production Nachiket Pantvaidya said, “Disney Channel programming reflects real kids‘ lives, their aspirations and dreams. ‘My School Rocks‘ is all about encouraging kids to express themselves while learning the value of teamwork. As in the movie High School Musical, this contest is about believing in yourself and following your dreams.”
Aimed at engaging viewers in activities beyond the scope of television the ‘Cartoon Network and Pogo Fun Day Out‘ had the adorable cartoon characters render a local flavour to the event as they danced to popular chartbusters, urging the kids to also join in with them.
Kids also got a chance to show off their beyblading skills with ‘Beyblade‘ games. While other games like the ‘M.A.D (Music, Art and Dance) Fan Club‘ allowed kids to scribble and draw their messages on a large canvas.
‘Barbie in The 12 Dancing Princesses Let‘s Dance!‘ doll is inspired by Barbie as Princess Genevieve. In addition there are two interactive wrist bands and one shoe clip which can be used to show Barbie doll new dance moves. The doll‘s arms are controlled by Infra Red and the leg is controlled by Radio Frequency technology. The Barbie doll wears a beautiful gown and comes with a removable base. It is priced at Rs. 3999.