Television

Nickelodeon’s ‘Shiva’ is highest rated kids show in India

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/12/13/resize.jpg?itok=smPqbw_-

MUMBAI: It’s been a little over a month since its launch and Nickelodeon’s newest original kids show Shiva is already a leader in its genre. Topping the kids’ programming ranks for the last two consecutive weeks as per Broadcast Audience Research Council (BARC) India’s data, Shiva has claimed the title of the most watched kid show in India.

Viacom18 EVP and business head – kids cluster Nina Elavia Jaipuria shares that she was sure Shiva had the makings of a great show for kids, as the character resonates with millions in the target group.

“For any show to work in the kids category, the character has to have all the right attributes, which the kids of today want and value. With Shiva, I think we got that perfect winner yet again. Before the launch of Shiva,we had syndicated an Ormax True Value (OTV) study with boys and girls across Delhi, Lucknow, Ahmedabad, Mumbai and Chennai. Shiva ranked highest on the OTV score in comparison to all competitive players. The testament of this character’s success lies in the ratings where Shiva has been leading the charts across the four weeks since its launch,” Jaipuria explains.

Nickelodeon’s latest gift to their tiny tot audience across the country, Shiva has not just helped in maintaining the channel’s high ratings but has also taken it to a new level. If one was to take out the average of the channel’s weekday ratings for the time slots when the show airs in the last four weeks, Nick leads the category by a large margin.

Shiva currently airs at 1:30 pm, 4 pm and 6:30 pm on weekdays. 

Going by the time band of 1:30 pm, Nick’s ratings stand at 584 (Rat 000s), followed by Cartoon Network at 268 (Rat 000s), Pogo TV at 344 (Rat 000s), Hungama TV at 192 (Rat 000s) and Disney Channel at 298 (Rat 000s). Similar is the case with time bands starting at 4 pm and 6:30 pm with Shiva amassing ratings of 440 (Rat 000s) and 807 (Rat 000s) respectively.

According to BARC India's week 48 ratings, the show leads the top five kids program list with a rating of 691 (Rat 000s), followed by Nick's Motu Patlu in Wonderland with a rating of 675 (Rat 000s) and Cartoon Network's Chain Kulii Ki Main Kulii at third position with 662 (Rat 000s).

 

Jaipuria says that Shiva commands 11 per cent of Nickelodeon’s ratings and contributes to eight per cent of the channel’s slots. “In week 48, seven out of the top 10 slots belong to Shiva. With my years of working in this category, there are only a few shows which get such a heartwarming opening. Shiva topped the charts in the first week of its launch itself and continues to lead its slots,” she adds.

Given the show’s popularity, advertisers are naturally buoyed. “Nickelodeon has been on a strong growth trajectory and we have been clear leaders in the genre. We have seen a huge growth in our ad rates, with advertisers continuing to show great interest in us and our characters,” Jaipuria reveals.

The growing popularity of the show has also made Shiva a viable character for merchandising. “In the coming financial year, you will see a host of Shiva merchandise in the market. Stating from apparel, bags to even watches and bicycles, we will be launching Shiva merchandise across multiple categories,” Jaipuria informs.

With ample faith in their home grown content, the channel also plans to take Shiva international. “All our local productions are being syndicated internationally. We presented Shiva this year at MIPCOM and talks of international syndication for our new hero are underway,” she adds in parting.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/photogrid_plus_1627906778865.jpg?itok=9Q6wIEiC
ZEE TV to launch new show 'Bhagya Lakshmi' on 3 August

Mumbai: ZEE TV is all set for the launch of its new show ‘Bhagya Lakshmi’ on 3 August. The show will air every Monday to Saturday at 8.30 pm only on ZEE TV.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/photogrid_plus_1627895437180.jpg?itok=1uMCzXHd
ZEE TV organises vaccination camp for viewers from 3 August

Mumbai: ZEE TV has always placed viewers on the highest pedestal over the past three decades and now to take one step further to ensure the safety of its viewers in the face of the COVID-19 pandemic, the network channel has organised a vaccination camp for citizens across multiple states to get...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/photogrid_plus_1627894546026.jpg?itok=OER1ER-S
UP CM provides Rs 10 lakh aid to family of journalists who succumbed to Covid-19

Mumbai: Uttar Pradesh chief minister Yogi Adityanath has announced financial aid to the families of journalists who lost their lives due to the coronavirus pandemic. The families of scribes were provided a cheque of Rs 10 lakh each. Adityanath was accompanied by India TV editor-in-chief and...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/news.jpg?itok=ysjizMwK
Why we need good news today!

The commonly-held belief is that if you turn on any news channel, you will be rattled by the high-decibel cacophony that has become common as garden amongst the invited on-air guests and anchors during prime time.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/time.jpg?itok=rLlcko4N
Times Network forays into Hindi news with a bid to create ‘New India’

Making its foray into Hindi news, Times Network on Sunday launched its new channel, Times Now Navbharat HD. The new entrant is being spearheaded by Times Now’s group editor Navika Kumar who will lead the editorial mandate and handle the overall management of the channel.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/photogrid_plus_1627727872873.jpg?itok=Kzhr4-eg
ABP Group ropes in 82.5 Communications for launch of ABP Desam

Mumbai: ABP Group has partnered with 82.5 Communications for the launch of its regional news platform ABP Desam in two Indian states - Telangana and Andhra Pradesh. The agency's Bengaluru office will handle the business. The launch campaign of ABP Desam is based on the central insight that...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/nickelodeon.jpg?itok=rw3gE8nC
Nickelodeon to launch month-long campaign celebrating friendship day

Mumbai: Kids entertainment channel Nickelodeon has come up with an initiative #ToastYourDost to celebrate Friendship Day. Represented by Nick toons, the campaign will give its young viewers a chance to celebrate the entire month of August as an ode to friendship with banter between friends, and a...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/zee.jpg?itok=FWyLsL1X
Zee Media Corp revenue rises 28.8 % to Rs 170 crore in Q1

Zee Media Corporation's operational revenue was up 28.8 per cent to Rs 170.18 crore for the quarter ended in June 2021 as against Rs 132.14 crore in the corresponding period of the previous fiscal.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/indvssri.jpg?itok=lin_qEWU
Team India gets a boost of confidence after easy ODI win

The Indian cricket team gets a boost of confidence after winning with seven wickets with 13 overs to spare in their first match against Sri Lanka on 18 July at the R Premadasa Stadium. Shikhar Dhawan’s esteem resonates with the rest of the squad, even declaring that they have a great chance at...

Television TV Channels Sports

Sign up for our Newsletter

subscribe for latest stories

* indicates required