MUMBAI: Kids channel Nick is finally growing up on the revenue front. Led by a sharp rise in audiences, the Viacom18 channel in India has seen its earnings for the first quarter of this year jump 66 per cent over the year-ago period.
According to Tam data (c&s 4-14, Hindi speaking market), Nick‘s channel share has gone up from nine per cent in January 2007 to 21 per cent in June 2008. This makes Nick the fastest growing channel in the kids genre, though it lags behind Cartoon Network and Hungama.
Much of Nick‘s growth story can be attributed to the focused approach in winning over its target group (TG) through contests and relationship building activities conducted month-on-month since last year.
"Our conscious effort to connect with our TG has helped us build affinity with kids. We have become the fastest growing channel in the category across Hindi speaking markets," says Nick India senior vice president and general manager Nina Elavia Jaipuria.
Some of the popular activities organised by the channel are Nick Fundoo Superstar Star, Nick Chak De Ninja, Mast Ki Pathshala, Exam Popat and April Fool in School.
"These initiatives have helped us build affinity with kids and increased their stickiness to the channel. Due to the increase in reach, a lot of brands have come on board with us," says Jaipuria.
Nick‘s list of advertisers has expanded to 80 brands which include FMCGs, insurance and telecom companies.
