Television

×

×

Nickelodeon strengthens Sonic with 'Shiva'; plans 70-80 hrs of original content

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/21/rsz_shiva_07.jpg?itok=U1W4pirf

MUMBAI: Viacom 18’s children’s network Nickelodeon has made a bold move by placing Nick’s iconic teen adventure program, Shiva as part of Sonic’s programming henceforth. The change is in line with Nickelodeon’s need for a strong second channel. “The idea is that in a couple of years Sonic grows to a market share that Viacom18 can boast of two strong kids channels within its network,” says Viacom18’s kids cluster EVP and business head Nina Elavia Jaipuria.

Fresh episodes of the popular teen adventure comedy series that soared to fame immediately after its launch in December 2015 will now air on Sonic, Nickelodeon’s sister channel that caters to pre-teens, teens and young adults. When asked if the network has measured the set back this move may cost the show’s viewership,Jaipuria states,“Looking at it from the show’s perspective, we have grown Shiva to an extent that it has loyal viewers, whom we hope to take to Sonic.  Because we are not dependent on any one show, we are expecting Ninja Hatori, Shaun The Sheep, Oggy and the Cockroaches and Motu Patlu to take care of Nick. We are hopeful that in spite of Shiva, Nick will retain its position in the ratings chart.” “Shiva lovers who are used to seeing the show on Nick and want to watch new episodes will have to come on Sonic,” Jaipuria added.  

To carry this bold move forward Nickelodeon has also planned for an aggressive mass media campaign that will not only span across Viacom 18’s own networks, but other broadcasting network as well. “Not just Viacom18 or Nick as a network but we are looking at Star India, Sab TV and Zee TV to take this news to as many households as possible. Its is important to create an awareness that Shiva has moved from  Nick to Sonic,” Jaipuria revealed while speaking on the marketing initiatives.

In fact, in order to not dilute this communication, the Network is withholding from launching any new shows this summer, though more new and original characters are in making in the creative factory for the latter part of the year. However, the marketing initiative will also speak of the new episodes of the major shows that are to hit the screens this summer.

After mass media, print and radio, the network will also look at heavy engagement outside of television, Jaipuria shares.  Nickelodeon has partnered with malls like Infiniti, Pantaloons, Funcity, etc., to expand its on ground footprint. Van activations are also in store in about 25 tier II and tier III towns and cities for a month. Marketing initiatives will also be present in cinemas during launches of Jagga Jasoos and Housefull 3 that are soon to release.  

The programming timeline vacuum left by Shiva in Nickelodeon will be filled up by brand new episodes of Ninja Hattori, Motu Patlu, Oggy and the Cockroaches and Shaun The Sheep. Apart from this, the network also has plans to release the full length feature Motu Patlu In Double Trouble, the 10th movie in line after a nine movie marathon on digital. Nickelodeon plans to go all guns blazing in promoting the fresh content including innovative watch and win contests, which will also have a digital leg to it. Overall there will 70 to 80 hours of original content on Nickelodeon in its summer programming.

With such a strong summer line up, Nickelodeon expects to sustain Nick’s number one position in the genre, while at the same time grow Sonic with Shiva. “We have always been a  very brave franchise. We have taken all the risks possible. We have started off by creating original shows in India without knowing if they will work or not. But we are risk takers and will go on to create new trends like that,” Jaipuria signs off as industry wonders if this disruptive strategy will work for Nickelodeon like past disruptions always have.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/ze.jpg?itok=j8OhbaHw
ZEE Entertainment, in association with Wrestling Federation of India, announces the launch of ZEE Kushti Dangal

MUMBAI: Following the unprecedented success of ZEE Maharashtra Kushti Dangal, Zee Entertainment Enterprises Ltd. (ZEEL), under the aegis of Wrestling Federation of India (WFI), today announced the launch of ZEE Kushti Dangal. In what shall be a delight for wrestling fans, the inaugural season of...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/shrotstv.jpg?itok=J3iL4PpT
ShortsTV expands to 60 million homes across India adding Dish TV, d2h and Airtel Digital TV

MUMBAI: ShortsTV, a leading next-generation content platform delivering high quality short form content to global audiences, is now available on India’s major DTH platforms after launching new partnerships with Dish TV, d2h and Airtel Digital TV. The service, debuting in 2018 exclusively on Tata...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/hfc.jpg?itok=RKiPMUTK
ISL Franchise Hyderabad Football Club unveils its logo

MUMBAI: Hyderabad Football Club (HFC), the newest entrant into the premium football tournament franchise, Indian Super League has unveiled its official logo titled ‘Reliving Hyderabad’s Football Legacy’. The logo of Hyderabad FC embodies the city’s heritage with the minarets of Charminar and the...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/cnbc.jpg?itok=XiSWbHmv
CNBC-AWAAZ launches ‘STARTUP Nation’ - A comprehensive daily-show on Startups

MUMBAI: As the country rides the start-up wave, pioneer of startup programming and India’s award-winning Hindi business news broadcast channel, CNBC AWAAZ today announced the launch of its latest daily-show - STARTUP Nation. The thirty-minute show aims to bring together stories of entrepreneurial...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/zeecafe.jpg?itok=uuwYA56W
Witness the challenges of the battlefield across treacherous terrains with the BBC First drama ‘Our Girl’ on Zee Café

MUMBAI: As a female medic in the British Army, Georgie Lane’s life is full of battles – both physical and personal. Our Girl, follows the fearless adventures of the tightknit unit of soldiers in ‘2-Section’ as they fight for survival on the most dangerous missions of their lives. Watch Our Girl...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/23/dangal-tv.jpg?itok=CVPM7YNY
BARC week 37: Dangal retakes top spot in yo-yo struggle across genres

Enterr10 Television network’s Hindi GEC was the most watched channel Across Genres on All Platforms as well on the Free Platform in week 37 of 2019 (Saturday, 7 September 2019 to Friday, 13 September 2019, week or period under review).

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/21/Zee%20Kannada.jpg?itok=XUlTLr0x
Zee Kannada’s 'Jote Joteyali' garners 171% growth in primetime slot

MUMBAI: Zee Kannada’s recently launched show Jote Joteyali garnered 171 per cent of total growth in the primetime slot, according to the channel. The show was launched on 9 September, has topped the chart in Kannada television industry in fiction genre. The show is telecasted every Monday to Friday...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ss.jpg?itok=o6tHW5k2
Star Sports launches MISSION 2020 with the Men in Blue

MUMBAI: The ‘Men in Blue’ have embarked on their quest to bring the ICC T20 World Cup Trophy home next year, beginning with the home season of cricket on Star Sports with South Africa tour of India that started on September 15th. Mission 2020 will showcase all India matches as they prepare for the...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/zee.jpg?itok=KNZ8xLWb
Zee Kannada’s Jote Joteyali launch breaks all records in the Kannada Television Industry

MUMBAI: The No. 1 Kannada General Entertainment Channel, Zee Kannada’s recently launched Jote Joteyali tops the charts in the Kannada television industry in the fiction genre. This eccentric love story garnered a total of 171% of growth in the prime slot of 8:30 PM, Monday to Friday. The record...

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories