Nick acquires 18 per cent of market

Kolkata, Oct 30 (UNI) Nick, a part of MTV Networks India, viewed across 23.4 million households in the country is now the fastest growing kids channel with around 20 per cent of the market share.

Nina Elavia Jaipuria, Vice-President and General Manager Nick India, told UNI here today, "Nick is now the third ranked kids' entertainment channel in a segment consisting six channels.

"We have been able to hold on to the position for the last 10 weeks according to the TAM ratings and are growing as one of the stickiest channels in the children's section acquiring 18 per cent of the market share in the first 18 months of their launch," she said.

"Now we are ahead of Pogo, Toons Disney and Disneyworld," she added.

Nick launched their new "Nick ChakDe Ninja" campaign with Ajay Jadeja as their brand ambassador, which will take 10 lucky winners of their show "Nick Hattori" quiz along with their parents for the Indo-Pakistan cricket match at Gwalior.

Sharing the secret of the success of the channel, which is known as Nickelodeon worldwide, Nina said, 'Our success lies in a three-pronged approach. We cater to the children's needs and aspirations with a wide range of programmes. We encourage brand loyalty through interactive television. And we merchandise our products allowing the kids to not only see the programmes but feel and play with their heroes." Asked if the channel had broken-even in the first 18 months, she said, "No we have not reached that stage, but seeing the growth rate we are very hopeful.

"We have acquired a lot of Asian programmes like those from Korea, Japan and now China even to give the cultural proximity to the kids. Nickelodeon is the worldwide leader and we hope to replicate that here too," she added.

"We started with 15 advertisers and now we have 62 brands showing the progress," she said.

UNI