MUMBAI: Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18, is elated that Nickelodeon India has held on its numero uno position for the third year in a row under two different audience measurement systems, TAM and BARC!
Jaipuria is also satisfied with the growth of Sonic, which has been given booster shots in the form of getting to air Nick's popular franchises like Shiva, Oggy & the Cockroaches and Pakdam Pakdai.
“Nick’s market share is 22% and the next channel is 17%. Hence, there is a large gap between us and our nearest competitor. Sonic’s share has jumped to 7% on average from 3–4% due to Shiva. Together, Nick and Sonic have almost 30% share,” Jaipuria told TelevisionPost.com.
The total ad market for the kids genre is Rs 500 crore (Rs 5 billion) and is growing at 10–11%. Of this, Nick and Sonic take away more than 30% of the ad revenue, avers Jaipuria.
“Nick has seen 25–30% growth in its ad rate. Since we are a 100% utilised channel, all growth has to come from effective rates (ER). Sonic’s ad rates have grown by 50%,” she stated.
Jaipuria attributes the success of Nick and Sonic to the creation of a portfolio of characters rather than depending on one character. “We have Shiva, Ninja, Oggy, Pakdam Pakdai, and Motu Patlu. Each of them has worked in a peculiar way for us,” she said.
Kids Choice Awards is back and bigger than ever
After TV, digital and licensing & merchandising (L&M), Viacom18’s kids franchise Nick is all set to engage its core target audience with the second edition of Kids Choice Awards (KCA) 2016. The awards property, which had made its debut in 2014, will be bigger in its second edition.
The property opens up a new revenue stream for Nick, which currently gets 90% of its revenue from ad sales and subscription with L&M making up the remaining 10%.
“This property provides a new touch point to a lot of sponsors who are looking beyond 30-second spot engagement. This is a novel way of breaking the clutter. It’s a win-win situation for all as kids get a customised property, advertisers get an advertising touch point, and broadcasters get a property to engage their core audience,” explains Jaipuria.
For Jaipuria, the time is ripe to bring back KCA at a bigger scale. She feels that kids are under-served as far as live event properties are concerned. Unlike other film awards properties, which are oriented towards adults, KCA has been tailormade for kids.
In Nickelodeon Kid's Choice Awards India, kids could vote for best actor, actress, film and kids character. There are 13 such categories for which kids have voted. The voting ended on Monday 28th November 2016.
The event will take place on Monday 5th December 2016 at Reliance Studios (Film City), Mumbai. It will have 500 guests, primarily kids, on invite-only basis drawn from NGOs and schools.
In this edition, the property will have a wider reach through airing on multiple Viacom18 channels. The event will premiere on TV during Christmas vacation on Viacom18’s kids cluster Nickelodeon, Sonic, Nick Jr. and Nick HD+. It will then air on other network channels including Colors, Rishtey, Colors Bangla, Colors Marathi, Colors Gujarati besides the over-the-top (OTT) offering Voot.
“We did KCA for the first time in 2014, but that time it was on a smaller scale because the Nick franchise itself was not so robust. Today, the platform is very healthy and robust with multiple characters. We will leverage the equity that we have in the network. Moreover, it is a property that is very family-inclusive; therefore, it makes sense to air it on other network channels,” Jaipuria said.
The property has four main sponsors including Dabur Red Paste as the presenting sponsor, Lifebuoy and Choki Choki as co-powered by sponsors, and Funskool as the associate sponsor.
The property will have all the pomp and show with Alia Bhatt, Varun Dhawan, Akshat and Raghav Juyal, Mouni Roy and the Dramebaaz kids performing before the audiences. The event will be anchored by the popular duo Manish Paul and Rithvik Dhanjani.
Nick is mounting an extensive marketing plan for the property spanning TV, print, radio and activations. In addition to a high-frequency promo plan across the Nick cluster, the property will be promoted through Dish TV.
Ground activations have been planned in malls across Mumbai and Delhi besides van promotions across 30 cities in Maharashtra and Gujarat. The property will also be promoted on multiple screens in McDonald’s across 150 outlets in the North.
“We are going to burn 3,000 promos from the time the voting started until the tune-in,” Jaipuria said, summing up the marketing plan.
Launch of a brand-new local IP
Nick is gearing up to launch another local intellectual property in partnership with Toonz Animation. The new animation show will debut either in Q4 or Q1 of the next fiscal year.
“We will be launching our new local IP very soon. It makes sense to create more IPs because then we can leverage that IP across platforms like broadcast, digital, and L&M in our network,” Jaipuria said.
Nick, she said, is looking at different angles of revenue streams. One is of course doing an on-ground event, but a bigger opportunity for the brand is L&M.
“Our L&M is growing at 50% CAGR. Brands have partnered us to launch co-branded products across segments like apparel, accessory, footwear, home and back to school,” she added.
Talking of on-ground events, school contact programmes have emerged as another avenue for Nick to engage with kids and advertisers. Another growing revenue stream is the digital product Voot Kids.
As part of its strategy to leverage a character across multiple touch points, the network will launch pre-school Peppa Pig on Nick Jr. and Voot Kids. The character will also be extended to consumer products.
Besides launching a new local animation property, Nick, which commissions 150 episodes every year, is launching fresh episodes of Shiva, Motu Patlu, Pakdam Pakdai and Ninja Hattori.
Jaipuria believes in churning out a new IP every year as this helps in keeping the freshness alive on the channel. It also helps in beating the fatigue for existing shows.
Additionally, via exchange4media.com:
Ad sales for kids cluster will cross Rs 500 crore this year: Nina Elavia Jaipuria, Viacom 18
Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18, is extremely excited about her upcoming property, Nickelodeon’s Kids Choice Awards which returns after a hiatus of two years. The event where kids get to decide who gets to vote across 13 categories (Best Bollywood Movie, Best Television Show and Best Indian Cartoon) will take place on December 5. It’s curated by Nickelodeon India, which has been the number one entertainment channel for 57 weeks since the advent of BARC. Jaipuria tells us more about it in addition to sharing the success story of Viacom18’s kids cluster, brand associations, the year 2016 and leading the category for three years in a row.
Tell us about your success story?
One of our IPs ‘Shiva’ was a big surprise. In the second week it became number one in the genre. After six months of creating loyalty we moved it to Sonic which helped it strengthen its position and increased its reach. The other strategic decision of not sharing our content and exclusively being on one channel has beautifully paid off.
In the Ormax Small Wonders, a bi-annual study, seven of our characters were in top 10 which shows the strength of the characters and asset that we have created over the years. This coupled by the fact that we have done a lot of marketing engagement around the characters. We launched the 3D movie of ‘Motu Patlu’ which also gave it lot of surround sound. With Voot Kids, we now have a digital piece. Here also ‘Motu Patlu’ and ‘Shiva’ are the top two shows. Our number one position is being leveraged in the top line. I have been saying forever that this genre is under-indexed hugely. But it’s coming up. From Oct ’15 to Oct‘16 we have seen a robust growth for Nick whose ad sales have grown by 30 per cent while Sonic’s grown by 50 per cent. We are making sure that the effort we taking we convert it into ad sales which helps us to refuel it back into creating good content. That continues to be a cycle. We make lot of original hours in one year which is reflected back in our investments. We have 80 TVT lead over the number two player.
Viewership is here for us, ad sales are coming up. We are doing activities outside normal vanilla advertising now.
By what margin have you been leading?
BARC launched urban and rural last October. In a year our average annual market share was 22 per cent. Next one was Pogo at 17 per cent. Our strategy to create lot of characters and library for kids to fall in love with has paid off for us because over the years we are not dependent on any one character. We have five big properties contributing to our ratings. That’s been the success mantra.
Even merchandising has been a big revenue stream for you considering the expansion of product category from 25 to 40. How is that doing for you?
Consumer product has become a big revenue stream for us. A lot of merchandising is coming from all our characters. In the kids space, we have got a CAGR of 50 per cent for consumer products itself. We have 40 categories and 59 licenses today. Most of the contribution comes from apparels, accessories, footwear, home and back-to-school. Word of mouth, engagement and play factor are working for consumer products. Merchandising contributes to over 10 per cent to the topline.
How are you leveraging the network? Do brands look forward to it?
For us as a network it’s also about leveraging our own platforms. We have Voot Kids, broadcast and consumer products. Now we are constructing deals that actually work across platforms. In fact we are launching a big property which is popular with pre-schoolers called Peppa Pig, a large property on YouTube as well. We have constructed a deal which includes broadcast on Nick Junior, Voot Kids and launch of consumer products in December. So during the launch we are going to be on all the platforms.
How about the licensing? Tell us about the brand associations.
Consumer licensing is product and promo licensing. Slowly and steadily we are making huge inroads on that front as well. We have brand associations with Prataap Snacks, Choki Choki, Paddle Pop, Mother Diary and Alpenliebe. We also do a lot of school contact problems for which we have partnered with AgroTech and Parle. Even from ad sales perspective we are getting non-kid advertisers (which is 50 per cent). We have lot of FMCG and durables with us now. The usual suspects are Britannia, Perfetti, ITC, GSK, Patanjali, Colgate, LG, Honda and Amul, among others. Lot of brands are coming in for co-viewership since we have young parents watching us. That’s what’s giving us growth in our topline whether it’s licensing, merchandising or the increase of non-kid advertisers or being number one for three year in a row. That’s what puts us in a leadership position which we should leverage on.
Who are the sponsors for Kids Choice Awards?
We have a plethora of advertisers now who are partnering with us not just for vanilla but are ready for brand integrations on IPs. The title sponsors are Dabur Red Toothpaste while Lifebuoy and Choki Choki are co-powered sponsors. Funskool is our associate sponsor. It’s also giving them a big package which includes on-air, on-ground marketing engagement and digital presence.
What marketing initiatives have you planned for KCA?
We are actually going to burn 3000 promos on the network from the time of voting to its airing. There will a big digital and social media engagement campaign once the tune-ins are out. There will be on ground activations at McDonalds, mall activations, numerous touchpoints spanning consumer and trade print, radio spots and targeted promotions through Dish TV. There will be vans going into 30 cities of Maharashtra and Gujarat.
When is KCA premiering on Nick? How are you ensuring maximum viewership for this property?
We will air KCA around Christmas. Post that we are premiering it on Colors, Rishtey, Colors Marathi and Colors Bangla. So we are leveraging the full network to its best ability. Such a property deserves that much viewership.
Your first movie venture for kids ‘Motu Patlu - King of Kings’ has done reasonable business at the box office. How are you planning to monetise on it outside that platform?
The movie has got good box office collections. It’s been very profitable for the studio. We will premiere it after KCA on Nick. This is another opportunity for sponsors to come on board. Movies give us a lot of ratings on the weekends. We will put it on Voot. We have invested on it so much that it deserves more than just a box office collection. Plus, the shelf life of this movie will be almost 10 years like any of our TV movies. Ninja Hattori which gives us 35 per cent of our ratings has been around for 11 years. That’s how much we can monetise and afford to create them. With every episode costing above Rs 25 lakh, the only way to get the return on it is by playing it for 10 years.
What’s the strategy for the year ahead?
We are going to be steadfast in the strategy to create large width and depth library for ourselves. We will continue to create more IPs. We have done that with ‘Motu Patlu’ ‘Shiva’ and ‘Pakdam Pakdai’. The fourth one is in the pipeline and will be launched next year. Also we will optimise the older ones. That as a strategy has made us number one and kept us there. We have to continue to create characters and new stories and ensure that the engagement goes outside of broadcast which includes digital (Voot Kids), consumer products and licensing. All comes together as one big offering from Viacom. It’s a win-win for all stakeholders, consumers, advertisers and network. That’s the direction we will follow.
Your comments on the growth rate of kids cluster? What’s your growth rate?
Kids cluster will continue to be on a robust growth rate of 11-12 per cent in ad sales. They (kids) are the in-house consultants. Brands are going to continue to cater to them. The ad sales for this category is about to cross Rs 500 crore this year. Lot of investment is taking place in animation. New players are coming in; the inventory is growing as well. So more the merrier. OTT will add to that and make it more incremental. About us, we have grown by 30 per cent.
Also, from BestMediaInfo.com:
Nickelodeon launches second edition of Kids Choice Awards
This is the only Live Awards Show where kids get an opportunity to voice their choices. The on-ground and on air-property has roped in Dabur Red Paste as the presenting sponsor, Lifebuoy and Choki Choki as co-powered by sponsors and Funskool as associate sponsor
Three years after its first edition, Nickelodeon, the kids cluster from Viacom18, has announced the second edition of its on-ground intellectual property, Kids Choice Awards. The channel has been on the top position in the genre for almost the whole of last year.
According to Nina Elavia Jaipuria, Business Head, Kids’ Cluster, Viacom18, the channel has now built the strength of characters such that showcasing them in the toon parade will be a visual delight for the kids. The kids network consisting of channels Nick, Sonic, Nick Jr and Nick HD+ boasts of a lot of own localised characters, including Shiva, Motu Patlu, Pakdam Pakdai and the international syndicated characters like Spongebob, Ninja Hattori, Dora, Oggy and the Cockroaches and Alvin and the Chipmunks.
This is the only Live Awards Show where kids get to decide who gets the coveted orange Nickelodeon blimp by voting for them. With a total of 13 categories to vote for, some of the key awards categories include Best Movie Actor (Male and Female), Best Bollywood Movie, Best Television Show and Best Indian Cartoon Character. Slated to take place on December 5, 2016 at Reliance Studios, Film city Mumbai, this gala extravaganza will once again be marked as India’s time to Slime.
Speaking on the second edition of Kids Choice Awards Jaipuria said, “At Nickelodeon, we have always believed in empowering children and giving them an opportunity to voice their choices. A true display of kid power, Kids Choice Awards is here to do just that — make their choices count by awarding and sliming their favourite celebrities. We would like to thank our title sponsor Dabur Red Paste, co-powered sponsors Lifebuoy and Choki Choki and associate sponsors Funskool for partnering with us in this celebration. We are confident that this year the show will only get bigger and better.”
For advertisers, it is a very good deal since it is a long promotion season, right from the start of voting till the telecast of the event. The event will be premiered on Nick during Christmas holidays and will then be telecast on other network channels, including Colors, Rishtey, Colors Bangla, Colors Marathi, Colors Gujrati and the digital platform Voot.
This awards show will feature entertainment acts, musical presentations, amid appearances and performances by numerous Bollywood and television personalities like Alia Bhatt, Varun Dhawan, Akshat and Raghav Juyal. Applauding the achievements of the best on television, the viewers will be entertained with a host of performances by renowned actors and acts by their favourite television stars like Mouni Roy and the Dramebaaz kids. Anchored by popular duo Manish Paul and Rithvik Dhanjani, the evening will witness a host of emotions and a sense of achievement amidst much fanfare and aplomb. Making its mark at Kids Choice Awards 2016 and creating memorable picture perfect moments will be the world renowned ‘Slime’, which is sure to have many of our celebs turn green.
Harkawal Singh, Marketing Head, Oral Care, Dabur India, said, “Dabur is committed to its motto of being dedicated to the health and well-being of every household. We feel oral hygiene is an important part of being fit and healthy. Moving forward on this mission, Dabur has been instrumental in creating awareness on oral hygiene and dental well-being, particularly among children. Further strengthening our resolve to improve oral health in the country and to reach out to more kids, Dabur Red Paste has joined hands with Nickelodeon and KCA to further spread the message about dental hygiene and educate children about best oral care practices through a focussed and specially crafted campaign.”
KCA 2016 is being promoted through a robust 360 degrees marketing campaign. In addition to the TV network strength, numerous touch points spanning consumer and trade, print, radio spots and targeted promotions through Dish TV have been planned. The campaign will be given a high impact on ground and ambient leg ensuring kids all over are connected with. This will be done through malls across Mumbai and Delhi, vans covering over 30 cities in the states of Maharashtra and Gujarat and multiple screens in McDonald’s across 150 outlets in the North.
A massive digital and social media buzz and engagement campaign comprising not only the Nickelodeon cluster websites and social platforms but the entire Viacom18 network websites including Voot has been launched. This is also being supported along with interesting promotions on Facebook, Twitter and YouTube.
Plus, from Indian Television Dot Com:
Nick to double ad rates for Kids Choice Awards
MUMBAI: Kids Choice Awards is back to draw Indian kids in a ‘slime’ fest! Viacom18’s flagship property that debuted in India in 2013 is being brought back by Nickelodeon, to celebrate those who entertained the kids the most.
Typically the awards in the media and entertainment world are tailor-made for adults, in terms of content as well as the personalities who adorn it. Being a leader in the genre, Nick decided to tailor-make an award show for kids that truly values their opinion.
With a total of 13 categories to vote for, some of the key awards categories include Best Movie Actor (Male and Female), Best Bollywood Movie, Best Television Show and Best Indian Cartoon Character. After two weeks of online voting through the Nickelodeon website, kids have chosen their favourite, that will be revealed in the gala event on 5 December 2016 at Reliance Studios, Film City, Mumbai.
“Now that the voting has ended, we will count the votes and a special team of auditors will monitor it, following which we will make the final winner announcements at the ground event,” Viacom18 business head kids cluster Nina Elavia Jaipuria shared as the countdown for the awards began.
A televised version will also go on air -- first on Nickelodeon around Christmas next month -- followed by other sister channels under Viacom18 to expand its visibility. “We will air KCA on Colors, Rishtey, Colors Marathi, Colors Gujarati, Colors Bangla and, of course, on VOOT as well. We envision Kids Choice Awards as an inclusive show for the whole family and, therefore, having it on GECs will optimise it as a larger property with a greater reach."
That definitely spells well with the channel’s advertisers, who, according to Jaipuria, find the property very promising. “When we started KCA in 2013, we weren’t in the leadership position. This year, we are in the lead, having topped the genre for the 57th week since BARC started releasing its data. Naturally, our advertisers and sponsors are also a lot more confident in the property,” Jaipuria shared.
Dabur Red Paste has come on board as the presenting sponsor for the kids show, along with Lifebuoy and Choki Choki by Inbisco India, and Funskool (MRF Group) as the associate sponsor.
“Further strengthening our resolve to improve oral health in the country and to reach out to
more kids, Dabur Red Paste has joined hands with Nickelodeon and KCA to further spread the message about dental hygiene and educate children about best oral care practices through a focussed and specially crafted campaign,” said Dabur India marketing head - oral care Harkawal Singh, on the brand’s association with Kids Choice Awards.
Given the excitement surrounding the second edition of KCA in India, Jaipuria is expecting the spot rates for KCA to be double than that of the channel’s normal rates. “KCA is an expensive property for us. We are doing ti because we strongly believe that we are the leaders in kids entertainment in the country. We are putting our money where our mouth is, and we deserve to get it monetised," Jaipuria said.
Jaipuria observed that kids also enjoy a lot of content mostly aimed at adults, be it movies, or TV shows with fantasy in it. Does that fragment the viewership of kids genre and in turn impact advertising? “While fragmentation of viewers is there, as kids also watch GECs and movie channels, they ultimately are loyal to content tailor-made for them. They might be watching GECs but they are a passive audience there, and hence brands that are truly interested to communicate to kids must come to kids channels. The fact that our ad sales pie is growing at a 11--12 per cent and we are estimated to close the year at Rs 500 crore speaks volumes. Nick grown our top line ad rates by 30 per cent y-o-y since last October; and that of Sonic by about 50 per cent, ” she added.
In order to build momentum up to the awards, the channel has been promoting the property heavily across its channels in the kids cluster.
“Apart from tying to the festive mood of Christmas, airing the show sometime mid-December also gives us enough time to promote it. The initial phase of it was the announcement of the show and calling in the voters in October, and it will end with a bang in December,”Jaipuria said, adding that the network has aired around 3000-odd promos of KCA in the past few weeks.
Apart from on-air promotions, the network plans to engage the kids on ground with several partnerships, including McDonalds. Van activation across 30 cities will target tier II and tier III audience, and print advertising is also part of the marketing mix.
Nickelodeon Kids Choice Awards INDIA : Categories & Nominations:
Best Movie Actor (Male)
Salman Khan for Sultan
Shah Rukh Khan for Fan
Akshay Kumar for Airlift
Ranveer Singh for Bajirao Mastani
Best Movie Actor (Female)
Alia Bhatt for Kapoor and Sons
Anushka Sharma for Sultan
Deepika Padukone for Bajirao Mastani
Priyanka Chopra for Bajirao Mastani
Best Bollywood Movie
Best Bollywood Movie Song
Baby ko base pasand hai - Sultan
Ladki beautiful kar gayi chull – Kapoor and Sons
Gerua - Dilwale
Kala chashma - Baar Baar Dekho
Best Dancing Star
Tiger Shroff – Baaghi/A Flying Jatt
Varun Dhawan - Dilwale/Dishoom
Sidharth Malhotra - Ladki beautiful kar gayi chull
Ranveer Singh - Malhaari
Best Entertainer (Movie)
Varun Dhawan - Dilwale/Dishoom
Ranveer Singh - Bajirao Mastani
Shah Rukh Khan - Dilwale/Fan
Salman Khan - Sultan
Best TV Character (Male)
Dilip Joshi as Jethalal (Taarak Mehta Ka Ooltah Chashmah)
Shailesh Lodha as Taarak Mehta (Taarak Mehta Ka Ooltah Chashmah)
Daya as Inspector Daya (CID)
Kapil Sharma (Comedy Nights with Kapil)
Best TV Character Female
Disha Vakani as Daya (Taarak Mehta Ka Ooltah Chashmah)
Divyanka Tripathi as Ishita (Ye Hai Mohobbatein)
Mouni Roy (Naagin)
Bharti Singh in Comedy Nights Live
Best TV Show
Taarak Mehta Ka Ooltah Chashmah
Comedy Nights Live
Best Show On Kids Channel
Best Child Entertainer on TV
Bhavya Gandhi as Tappu (Taarak Mehta Ka Ooltah Chashmah)
Dev Joshi as Baalveer (Baalveer)
Spandan Chaturvedi as Chakor (Udaan)
Ruhanika Dhawan as Ruhi (Ye Hai Mohobbatein)
Best Indian Cartoon Character
Best Mobile Game
Real Racing 3
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