Currently, the only signs of Nick being resurrected
from its comatose state are bus shelter hoardings that have Saif sharing
the visuals with cartoon characters. The channel is consciously undergoing
a hipper image change, having dropped the 'Nickelodeon' nomenclature
in favour of the crisper Nick in ads. 12 hours of Hindi have already
been introduced, and if the initiative works, the channel could well
add more hours to the desi lingo programming in the coming months,
say sources.
Locally sourced programming is already being put into place, says
Kuruvilla, although no names of production houses roped in for the
endeavour are being disclosed. As of now, indigenously sourced programming
initiatives include an Asian Paints-Samsung-Lifestyle sponsored show
that will enable a child winner to host a show on Nick, shot in the
kid's own room that's to be done up by Asian Paints.
Also, It is as part of this initiative that Nickelodeon India signed
a multi-platform agreement with leading toy manufacturer - Mattel
India, which includes original programming as well as rights for
Nickelodeon India to air exclusive Mattel programming.
According to the deal signed, Nickelodeon will create a new animated
series of vignettes based on Mattel’s recently launched toy line
My Scene. The new launch targets girls between the ages of eight
and 12 or "tweens". The programming component- My Scene-
Jammin in Jamaica, aired on 20 May 2004. My Scene is
an animated feature film on a DVD format based on characters Barbie,
Madison, Chelsea, Nolee and Delancey from California. The movie
is aimed at bringing alive the group experience of the real world,
with the dolls as a means to participate in teen aspirations. The
My Scene dolls are new tween-targeted fashion dolls who are cool,
chic like big city girls. The channel will hold exclusive TV rights
for the airing.
A separate team to handle the marketing and ad sales wings of Nick,
thus far clubbed with MTV India is also operational. More recruitments
are also on at the channel, it is learnt. The 'huge marketing campaign',
details of which Kuruvilla is still loathe to discuss will be unleashed
shortly, on the scale and format of what MTV India has been getting
thus far. Nick last year did run a Chhota veejay hunt on the lines
of an MTV VJ Hunt, but despite the ripples of interest it created,
Nick did not manage to stand on its own.
The imminent entry of Disney and the indigenously grown Hungama
TV seems to have spurred the network into recharging Nick. MTV Networks
International president Bill Roedy also says his priority is now
to make Nick 'bigger and better in India.'
If the MTV model is to be followed loyally, that should not be a
big problem.
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