MUMBAI: Touted as the underdog in the kid's television market, Nick India has been taking big strides in its climb up the ratings ladder. The channel has moved into the third spot with a relative share of 18 per cent in August in the Hindi speaking markets.

Despite the 'de-growing' effect on the kids TV genre which has declined by 4 per cent form January to August, Nick India has shown an upward trend from its share of 8 per cent in January to become the fastest growing channel in the space (Tam - HSM, 1 Lakh +, 4-14, SEC A,B & C).

Nick moves into 3rd place with a share of 18%, Hungama TV & Cartoon Network at 25 & 23%; Pogo moves out of Top 3 in August

(Tam - 7.00 hrs to 22:00 hrs, 4-14yrs, SEC ABC, HSM 1 Lac+, Week 31 - 35)

Hungama TV, which was bought out by Walt Disney last year, is currently topping the charts for the month of August with a relative share of 24, closely followed by Cartoon Network at 23. Pogo, Disney Channel and Toon Disney are trailing behind at 15, 13 and six respectively.

What's more, Nick's sticky trademark of 'slime' seems to have got kid's hooked, as it topped the time spent for August at 116 minutes. Also at the same junction, category leader Hungama TV clocked 116 minutes while Cartoon Network was 82 and Pogo 64.

Nick & Hungama top time spent at 116 minutes for August

(Tam - 7.00 hrs to 22:00 hrs, 4-14yrs, SEC ABC, HSM 1 Lac+)

Speaking to Indiantelevision.com Nick India VP and GM Nina Jaipuria says, "At the beginning of the year we set out with the task of acquiring new viewers and sustaining channel loyalists. Progressing in that direction, we have grown our share of sampling and have garnered more eyeballs onto the channel. Apart form getting kid's to sample the channel, the ratings highlight that we have consistently retained our new audiences."