NICK rules little viewers' hearts!

The channel bagged not only 24% share but also climbed to the topmost spot of the ladder between April 2009 and March 2010, a remarkable feat achieved within a span of just two years after it set forth the arduous journey with a market share of 15% placed at the fifth spot in 2007-08.

Nick's success lies primarily at its novel content ” the likes of which include Ninja Hattori and Perman, new shows like Oggy and the Cockroaches and Chicken Stew ” which have managed to grab nearly 7.6 million kids' eyeballs for 119 mins a week pushing the average reach for the year to 34%.

Not only is Nick's market share blooming, but its success figures at 69% also indicate the increase in revenue accrued from ads last year with over 300 brands advertising on the channel. Nick's consumer products division also registered exponential growth within the same period. The channel's products are now available in over 30 categories, 500 SKUs and over 3,000 retail outlets.

A thorough insight into what the Gen Y seeks helped the channel connect deeper with the little ones ” a study that was not only restricted to on-air and on-ground areas, but straddled the digital space too. The channel's website www.nickindia.com let children interact with the brand for Nick's toon games, contests, videos, or the Nicktoons wallpapers and has also taught the brand newer lessons on today's "kid connoisseurs' and what rules kids' hearts.

The channel's first-of-it's-kind environment initiative for kids ” the Big Green Help 'showcased how "kid-power" can help achieve positive attitudinal shifts towards the environment. While all others complained or listened to complaints, Nick also led the children to play in the open, away from the television, with the Let's Just Play on-ground initiative ” a 10-hour long Play-a-thon ” carried out simultaneously across five Indian cities.

Nina Elavia Jaipuria, General Manager and Senior Vice President, Nick India credited the channel's success to innovation in every aspect of the business. "Having the pulse on kids has enabled us to connect with them and created unbreakable bonds. Our pioneering initiatives have created win-win partnerships with our advertisers and stakeholders as well. Nick will continue to delight its viewers and stakeholders in the times to come."