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=LNfAKDHx

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/2020/10/28/rajesh-iyer_0.jpg?itok=WxAl4278
Viacom18 ropes in Network18's Rajesh Iyer

NEW DELHI: Viacom18 has appointed Rajesh Iyer to take on independent charge of Colors' regional portfolio of Bangla, Odia, Tamil and Gujarati.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/pawan.jpg?itok=WS_S8eFG
Pawan Soni quits National Geographic

NEW DELHI: Pawan Soni, VP, head of programming & marketing has moved on from National Geographic.  At Nat Geo, Soni was responsible for overall P&L and building the network's content and marketing strategy along with overall business affairs. He spearheaded many campaigns involving various...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/nt.jpg?itok=3sjoyVht
Indian news industry to discuss prime trends & concerns at NT Awards 2020

NEW DELHI: The 2020 edition of Indiantelevision.com’s News Television Awards (NTA), co-powered by TVU Networks, a unique property celebrating the best of news television content, marketing, and faces on-screen and off-screen as well, will begin Thursday, 29 October 2020 with a two-day-long summit...

Television TV Shows Awards
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/chrom_0.jpg?itok=oBsvKls7
Chrome DM week 42: Youth genre emerges as top gainer

NEW DELHI: Youth genre is the top gainer for week 42, 2020 of Chrome Data Analytics and Media data, with a strong growth of 4.01 per cent. In this genre, MTV has gained the highest OTS with 89.6 in the HSM excl < 1 market. OTS is the actual census-based percentage connectivity of a channel...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/r.jpg?itok=co2hDAcN
Panorama Studios hires Rajat Goswami to lead new stream films & acquisitions

MUMBAI: Panorama Studios has appointed Rajat Goswami as head of new stream films & acquisitions. Goswami is a renowned name in the film festival circuit and has worked in tandem with numerous reputed production houses. Under Rajat's leadership and the guidance of Panorama Studios Distribution...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/zee.jpg?itok=yTdbisrD
Zee Telugu celebrates 10th Zee Telugu Kutumbam awards amidst glitz and glamour

MUMBAI: After nine successful years of entertaining the audience, Zee Telugu returned with the tenth edition of Kutumbam Awards 2020. It was a glorious evening in Hyderabad where the red carpet was rolled for the Zee Telugu family to felicitate them and celebrate the exceptional talent in the Zee...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/m.jpg?itok=vk4_XMGt
Epic TV launches new season of Regiment Diaries

MUMBAI: Epic TV is back with the second season of its Indian Army docuseries Regiment Diaries. An Epic original, the series is more than a compilation of war stories but a visual tribute to the valiant men and their regiments who continue to honour the dignity of their duty towards the motherland....

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/sudharsahan.jpg?itok=-NSZsnl6
PIL moves Delhi HC to prevent news channels from preaching communal disharmony

NEW DELHI: A PIL has been filed in the Delhi high court in reference to the recent episode aired by Sudarshan TV on its programme Bindas Bol around the subject of the controversial Tanishq ad. The episode was aired on 12 October on the channel and talked about how the jewellery brand’s campaign was...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/tv18-b.jpg?itok=MRoLGpGg
TV18 Broadcast reports Rs 115 crore Q2 net profit

NEW DELHI: TV18 Broadcast Ltd has reported a net profit of Rs 115 crores for the quarter ended 30 September 2020, up from Rs 46 crore in the same quarter in the previous year. The consolidated operating revenue for Q2 21 fell 10 per cent y-o-y and stood at Rs 1,013 crore against Rs 1,127 crore for...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required