web analytics

Viacom18 to launch HD kids channel Nick HD+, unveils local IP ‘Shiva’ for Nick

MUMBAI: Viacom18 is set to become
the first mover in the competitive kids
genre with the launch of a high-
definition (HD) offering in the form of
Nick HD+, which is slated to launch
this month.
Nick HD+ will offer the best of
content from Viacom18 kids network,
which includes Nick, Sonic and Nick
Jr./Teen Nick, plus exclusive content
from Viacom’s international library
and never-seen-before episodes of
existing international shows.
The HD channel will boast tent-pole
shows like ‘Motu Patlu’, ‘Pakdam
Pakdai’, ‘Ninja Hatori’, ‘Dora the
Explorer’, ‘Sponge Bob Square Pants’
and ‘Kung Fu’. It will also showcase
new shows from Viacom library such as
‘Quack and Zack’ and ‘Marvin Marvin’
besides certain episodes of ‘Sponge
Bob’ and ‘Dora the Explorer’ which
have not aired in India.
IndiaCast Media, the media
distribution arm of TV18 and
Viacom18, is negotiating with direct-
to-home (DTH) and multi-system
operators (MSOs) to put the channel in
their HD packages.
Viacom18 EVP and business head of
kids cluster Nina Elavia Jaipuria said,
“Nick HD+ is our next big offering. It
will showcase the best of
international and local content from
the Nick franchise. It will launch this
month and will be available on most
cable and DTH platforms.”
She also said that the viewership of
HD channels has been on an upswing,
which makes it important to have an
HD offering. “As HD viewership gains
momentum in the country, Nick HD+
will be the first channel to offer
high-definition kids content to its
viewers and stay ahead of the curve,”
she stated.
Nick HD+ will schedule shows in such a
way that they do not clash with the
timing of the same shows on the SD
channel. “We know the viewership
pattern of different TGs, which will
help us in scheduling the shows,”
Jaipuria averred.
This, Jaipuria believes, will ensure
that there is no cannibalisation of
viewership. In any case, the number
of HD subscribers in the country is not
that big to cause cannibalisation.
The channel will be ad free to begin
with and will start carrying ads once
it settles down.
Launch of third local IP ‘Shiva’
Nick, the flagship kids channel of
Viacom18, is all set to launch its third
local animated series called ‘Shiva’,
which is being dubbed as a high-octane
contemporary action-comedy series.
Slated to launch during Diwali, the
new show will fill up the gap in Nick’s
portfolio as action/comedy was
missing from its portfolio. The date
of launch and the programming slot
have not been decided yet.
Viacom18 will own the IP of the show,
which is being created by Maya Digital
Studios. It will have 26 episodes of 22
minutes duration. Suhas Kadam is the
director of the show while it is
written by Neeraj Vikram.
The network is looking to syndicate
the show to other countries. Nick
will, however, have the first right to
refusal globally. The network’s two
other tent-pole shows, ‘Motu Patlu’
and ‘Pakdam Pakdai’, have been
syndicated in nine countries. The show
is on display at Viacom18’s counter at
content marketplace Mipcom.
The new show will see a high-octane
launch. The campaign will run across
TV, print, radio and internet, as well
as outdoor and van activations.
Channels outside the Viacom18
network will also be used to promote
the show.
Jaipuria reckons that the new show
like its other successful local
franchise ‘Motu Patlu’ will build up
slowly. It took the network a good
one year to develop the new show.
“We are slowly building up an
innovative content pipeline. Every
year we add 50–70 episodes of ‘Motu
Patlu’ and ‘Pakdam Pakdai’ each. We
are looking at the same trajectory
for ‘Shiva’ as well. As the library
expands, it will ensure that we gain
viewership and connect with our
character,” she said.
According to Jaipuria, the show has
potential of high ROI as it can be
monetised across various revenue
streams. “’Shiva’ is a Viacom18 IP
facilitating high revenue potential
across various revenue streams such
as merchandising, licensing and
syndication, thereby enhancing
character engagement beyond
television with our viewers,” she
‘Oggy and the Cockroaches’ to move
to Sonic
With ‘Shiva’ launching on Nick, the
network has decided to move chase
comedy show ‘Oggy and the
Cockroaches’ to its action/comedy
channel Sonic.
Jaipuria is confident that ‘Shiva’ will
make up for ‘Oggy and the
Cockroaches’, which provides around
20–22 per cent of Nick’s viewership.
A pure action channel will not have a
wider appeal; however, a mix of
action and comedy can be an infallible
recipe for success, feels Jaipuria.
Jaipuria believes that the strategic
decision to shift ‘Oggy and the
Cockroaches’ will help widen Sonic’s
viewership pool. An elaborate
marketing campaign has been designed
to announce the shift of the property
from Nick to Sonic.
“This will help us create a very robust
content pipeline for Nickelodeon and
Sonic, ensuring viewership growth and
engagement,” she affirmed.
Leadership position
The channel took leadership in August
last year and has been a consistent
No. 1 even under the Broadcasters
Audience Research Council (BARC).
Jaipuria believes that the strategy to
have more than one character has paid
“While we are raking in the ratings,
we are also raking in decent amount
of advertising revenue as well,” she
Like last fiscal, Jaipuria expects ad
revenue to grow at 26 per cent this
year as well. “We have grown our spot
rates not just for Nick but also for
Sonic. We have seen very robust
growth for the portfolio from an
advertising perspective,” she stated.
Led by growth in ad rates and non-
FCT initiatives, the category has
corrected in terms of under-
indexation. “We are on the right
trajectory; however, there continues
to be further room for growth,” she
The kids network has seen a plethora
of new advertisers from sectors like
e-commerce, consumer durables, food
and beverages, FMCG, and automobile.
Existing advertisers also came
forward and advertised new brands.

Viacom18 to launch HD kids channel Nick HD+, unveils local IP ‘Shiva’ for Nick


Add a Comment
  1. Also Showcase HD channels.

  2. DH forum n Mjbhai Firstly reported abt NickHD+

  3. and DTHHELP was first to report the Channel testing on Tatasky HD 🙂

  4. Lo bhai after CC HD, Vicom18 gives tata sky another first

Leave a Reply

Your email address will not be published.

a © 2017 Frontier Theme