Television

Chikoo and Bunty’s universal appeal will drive co-viewability for Nick: Anu Sikka

Sikka discusses her content strategy at Nickelodeon’s 11th IP launch

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/10/13/anu.jpg?itok=WahzLR31

Mumbai: Kids’ entertainment franchise Nickelodeon is all set for the launch of its 11th animated IP "Chikoo Aur Bunty." Starting 18 October, the 11-minute episodic series will bring alive the epic sibling banter and the playful rivalry between them through the story of the two brothers Chikoo and Bunty, who live with their parents and a playful and intelligent dog Barfi. The channel has roped in Philips, Pediasure, and Flipkart shopsy as sponsors for the upcoming launch.

Nickelodeon witnessed a successful last year on the back of its tenth IP launch and the lockdowns boosting viewership for the kids category. The growth story continues unchallenged in 2021. Overall, the Nickelodeon franchise including Nick, Sonic, and Nick Jr. had the highest network share of 33 per cent over Disney’s (26) and Turner’s (17) and reach of 50 million over Turner (34) and Disney (32) as per Barc data (India U+R, 2-14 NCCS ABC, Week 14-38’21, 07-23hrs). According to Ormax Small Wonders, August 2021, five out of the top ten characters and eight of 20 belong to Nick.

Entering into the spooky comedy space, Nickelodeon came up with the animated series ‘Pinaki & Happy - The Bhoot Bandhus’ on Sonic in November 2020. The show which commands 30 per cent of Sonic’s viewership today was a runaway hit among kids, consistently appearing in the top 10 highest rated slots of the category every week since its launch.

On the advertising front, Nickelodeon claims to be the leader commanding a 35 per cent revenue share for FY21. The channel has seen a proliferation in the categories of advertisers coming on board, especially owing to the recent trend of co-viewership wherein kids are joined by young parents and other family members in watching animated shows. While FMCG continues to dominate the genre, e-commerce and F&B brands are also picking up in comparison. The overall kids’ category, though, continues to be under-indexed despite accounting for seven per cent of total TV viewership which had shot up to nine per cent during the pandemic.

Indiantelevision.com caught up with Viacom18, head - creative content and research for kids’ TV network, Anu Sikka to discuss her content strategy that has propelled Nick to success. 

Creating new characters and stories

With shows such as ‘Happy & Pinaki – The Bhoot Bandhus’, ‘Ting Tong’, ‘Golmaal Jr.’, ‘Motu Patlu’, ‘Shiva’, ‘Rudra’ and others, Nickelodeon boasts 700+ hours of content and over 1500 episodes across genres including a slice of life, slapstick, magic, action-adventure, and spooky-comedy, among others. As a brand that recognises the importance of localised content that’s appealing to Indian kids, ‘Chikoo aur Bunty’ will be another addition to Nick’s shows in the slice of life genre where the concept of sibling rivalry has not been explored earlier. 

Sikka tells us that the two key factors that are considered before coming up with any new IP, character or show at Nick are ‘how relatable is it for kids’ and ‘does it fire up or capture their imagination’. In the case of ‘Chikoo aur Bunty’, says Sikka, “the sibling rivalry being an everyday, unending saga in every family, the relatability factor is going to be very high. It is not just the story of these two characters, but that of every kid.”

Nick credits its success to the fact that it owns all its IPs that are developed by its team of young professionals. The brand relies on the power of observation to find new characters and plots which are then mapped onto the white spaces in content.

Sikka shares that the strategy of translating these observation-based concepts into the first few episodes and then tweaking them based on feedback from children has worked well for the brand. Commenting on whether the advertising potential of the characters and plots is factored in during the development stages, she adds, “The primary purpose for us is to create a successful show. Once you have these characters becoming popular with the audience then it can lend to various other things such as video games, advertising, and endorsements.”

Popular formats

Nick has content ranging from 60-second shorts to 90-minute TV movies. The shows are mostly seven, 11, and 22 minutes. There are mini-movies of 45 minutes and longer ones of 60, 75, and 90 minutes.

This ensures a variety of content, “all of which is enjoyed by kids, although the 11-minuters are most popular with them” according to Sikka. “Majority of the shows on Nick are 11-minute stories. While the character and backdrop of a series stay the same, each one is an independent story. Even when two 11 minuters are played out in a 22-minute slot, the track we follow is independent, and not linear. The idea is that kids who do not have the patience to sit for long can walk in any time and enjoy the content that’s available.”

These 11-minuters have also shown the highest repeat value with kids, as compared to 22- minute stories. “Children are used to watching stories that are crisp. 11-minuters allow you to create a script where you are able to tell the stories effectively while doing justice to all elements. For instance, for our chase comedy ‘Pakdam Pakdai’ seven minutes is perfectly justified, but if you have to tell a story that has more than one element such as humour and action, 11 minutes is the perfect duration,” Sikka adds.

Changing viewership trends

Viewership for the kids category is quite fluid and seasonal, with the prime time depending heavily on the kids’ school calendars. However, with children staying home during the pandemic, the time band from 8 am to 1-2 in the afternoon witnessed a substantial boost.  This also holds for vacation times when more content is watched in the morning and afternoon, rather than in the evening.

As schools re-open in a staggered manner across the country, Sikka informs that she and her team are closely observing the developments and planning lives accordingly. “For now as we sail in both the boats, we are ensuring original content in the morning, followed by an immediate repeat in the evening time band. We will make scheduling changes as needed.”

Another important and very positive trend that picked up steam during the pandemic years was that of co-viewership happening on the channel. Sikka hopes that with the exception of toddlers who will find it difficult to comprehend the new dialogue-heavy comedy, ‘Chikoo aur Bunty’ will drive this trend forward with its across-the-board appeal. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/suntv.jpg?itok=aJ-1P5v1
Star Plus and Star Maa were at the second and third positions, respectively

Mumbai: Maintaining last week’s lead at the top position, Sun TV bagged 2844.7 AMA in week 41 (between 9-15 October) according to Broadcast Audience Research Council (Barc) data. Star Plus stood second with 2506.37 (‘000s) AMA, while Star Maa finished third at 2348.62 (‘000s). Star Sports 1 Hindi,...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/zee_0.jpg?itok=1wrIFjdq
Zeel-Invesco tussle: NCLT hearing to be held on 27 Oct

In a new development in the boardroom battle between Zee Entertainment Enterprises Ltd (Zeel) and it's majority shareholder Invesco Developing Markets Fund, the National Company Law Tribunal (NCLT) has scheduled the next hearing on 27 October.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_170534_800_x_800_pixel.jpg?itok=RTkEC3PZ
K Madhavan re-elected as IBDF president

Mumbai: The Indian Broadcasting and Digital Foundation (IBDF), the apex body of television broadcasters and digital streaming platforms in the country, has re-elected The Walt Disney Company India and Star India country manager and president K Madhavan as its president for the second term after the...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_155157_800_x_800_pixel.png?itok=Rtz9RbKb
Zeel-Invesco case: Bombay HC to pronounce order on 26 Oct

Mumbai: The Bombay high court on Friday reserved its order in a civil suit filed by Zee Entertainment Enterprises Ltd (Zeel) seeking to declare the requisition notice sent by the company’s largest shareholder Invesco. The court has adjourned the matter to 26 October for the pronouncement of the...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_151643_800_x_800_pixel.jpg?itok=ZFFUwPuj
News State Uttarakhand concludes 'Yuva Uttarakhand, Yuva Ummeed' conclave

Mumbai: The towering high political fever has gripped the political state like never before. To assess the situation in the state a grand conclave was organised by News State Uttarakhand in Haridwar, where the channel attracted unprecedented applause from both the participants and the delegates for...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_132417_800_x_800_pixel.jpg?itok=szrb9bBd
Zee 24 Ghanta’s Durga Puja properties and brand integration hits the sweet spot

Mumbai: The most comprehensive Durga Puja coverage of recent times by Zee 24 Ghanta with the right blend of news, fresh content & integrations. Amidst the challenging times, Zee 24 Ghanta - the most trusted news channel of East, curated a special lineup for the Durga Puja celebrations urging...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_122909_800_x_800_pixel.jpg?itok=8ZvmVUSW
National Geographic to premiere ‘It Happens Only in India’ on 26 Oct

Mumbai: National Geographic has announced an original series ‘It Happens Only in India’ which will be hosted by Indian actor, producer, and philanthropist Sonu Sood. The show will premiere on 26 October starting at 8:00 p.m. The 10-part series will have Sonu Sood presenting stories from across the...

Television TV Channels Factual
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_121040_800_x_800_pixel.jpg?itok=BJvdjgcs
Zee Telugu Kutumbam Awards 2021 to be aired on 23 and 31 Oct

Mumbai: Zee Telugu and Zee Telugu HD channels will telecast the Zee Telugu Kutumbam Awards 2021 on 23 and 31 October starting at 6:00 p.m. The celebration is the recognition of the best actors, anchors, and experts that successfully narrated stories of ordinary people embarking upon extraordinary...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/ifpi.jpg?itok=OqgUdX0z
Music listening time through audio streaming up 51 per cent: IFPI

The pandemic has taken a severe toll on people’s lives, and impacted their media consumption patterns in more ways than one. According to a new study, it has also led to an increase in the time spent listening to music across the world.

Television TV Channels Music and Youth

Sign up for our Newsletter

subscribe for latest stories

* indicates required