Adgully Exclusive | How Nick flew to Number 1 spot

In just three years, Nick has managed to secure approval from a wildly finicky audience, children. That Nick has held its own in the face of daunting competition â€ Cartoon Network, Pogo, Disney, Disney XD, Hungama, and Animax are its formidable peers â€ reflects the channel's energetic approach to innovation and business strategy.

In an exclusive conversation with Adgully, Nina Elavia Jaipuria, the senior vice-president and general manager of Nick India, describes the traits that give her channel the edge.

"It has been a fantastic and challenging journey," Jaipuria said. "There are several players in the category and I think we were at the bottom when we started." But Jaipuria says that the situation did not intimidate Nick. "When you start from the bottom, there can't be anything worse than that!" she said. "Then we started moving from spot six to five to one. This journey has been a mixed bag. But we were consistent in what we did and that helped us climb the ladder to the top."

Jaipuria said that Nick's unwavering focus on content served it well. "To my mind, the primary concern of any channel should be content, which should be engaging and innovative," she said. "Children's attention span is very small. Therefore, script writing and storytelling are very important facets. The second factor is our trump card: the endearing Nick toons. Whether it's a Ninja, Dora or an Oggi or the little Krishna, they have all helped us create an everlasting bond with the children."

In terms of brand association, things are heating up at Nick. "When we started, we had just about 18 brands," Jaipuria said. "Now we have 300 brands associated with us. And of course, the revenue has grown big time for us. We are the fastest growing channel in this category and we grew by 15% last year."