Elements that make Nick tick and stick with kids

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!

Latest Reads
India’s online retail market to hit $100 bn by 2020: Kantar IMRB report

Kantar IMRB has launched a report on India's shopping scenario in 2017 that provides comprehensive insights on buying behaviour of India’s online shoppers. The study is conducted among active internet users in urban India covering a vast range of categories.

MAM Marketing MAM
Livon extends salon-in-purse proposition in latest campaign

Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought - Salon Nahin Livon.

MAM Marketing MAM
Flags Communications bags social media mandate for Tata Power DDL

Media agency, Flags Communications, has bagged the social media management mandate for Tata Power-DDL (a joint venture between Tata Power and the Government of NCT of Delhi).

MAM Marketing Brands
FACES launches #12ZodiacFaces with WATConsult

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Canada’s leading international cosmetic brand, FACES Canada have collaborated and launched a digital campaign called #12ZodiacFaces.

MAM Marketing Brands
GroupM, Ogilvy launch Effectiveness Lab in India

MUMBAI: Wavemaker, GroupM’s media, content and technology agency, has partnered with creative powerhouse Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective...

MAM Marketing Brands
Competing with consumer activities not brands: Kingfisher's Sheikhawat

MUMBAI: The liquor market is witnessing major upheavals with umpteen number of alcohol brands battling it out for a slice of the market. The fight is tough since consumers can choose from a wide variety of beer brands - Tuborg, Kingfisher, Bira and Heineken among other local beer brands. 

MAM Marketing MAM
Redington unveils new global brand identity

Redington, the $6 billion distribution and supply chain giant for international brands in the IT and mobility sectors, has unveiled its new global brand identity with a new logo and tagline – Seamless Partnerships.

MAM Marketing Brands
Aegon Life Insurance focuses on relieving tension in new ad

Aegon Life Insurance has recently launched its new media campaign, ‘Aegon Toh Tension Gone’ which focuses on relieving financial stress through its insurance solutions.

MAM Marketing MAM
Future Group's aLL assigns creative duties to Marching Ants

MUMBAI: Future Group’s aLL - The Plus Size Store has assigned its creative duties to Marching Ants. Salt is the incumbent agency on the account. Confirming the win, Marching Ants director and chief creative strategist Joy Ghoshal adds, “Early in its life cycle, The Plus size fashion category...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories