She came, we saw and Nick conquered. If you thought all your life that ‘Nick’ was an alias used for names, don’t fret – you’re not the target market for Nina Elavia Jaipuria anyway. The Sr VP of Nick India – who has spent her last five years with Nickelodeon – chats up with 4Ps B&M on how she finally managed to make Nick the #1 choice in the children’s entertainment category
We heard Little Krishna garnered the highest viewership ratings amongst kid’s programmes in the country. Recently, Big Animation tied up with you for the licensing and merchandising rights of Little Krishna. How has this deal helped Nick?
These kind of deals work both ways. What should be kept in mind is that both the parties involved can leverage such deals to the best. If there is no synergy, then such deals don’t work. There was one more partnership that we had with Baskin Robbins wherein their orange flavour ice cream was named Nick. In that case, both of us benefited because Baskin Robbins got a lot of customers who wanted to have that ice cream and on the other hand we got presence in a totally different segment.
What is the biggest challenge you face in catering to kids?
One of the challenges we face is that there is only one TV in the house, so everybody wants a share of the television and in the process our target audience, which is kids, become active viewers of whatever is being watched in the family, be it news or soaps. The next challenge is the lifestyle of the kids. They have to go to schools, take care of their studies, and then they have tuitions and exams. Apart from this, the major challenge for any channel is the distribution and we are no exception.
What is the way forward with programming for kids’ channels – live action or animation?
To my mind, kids do not differentiate like that at all. They don’t say that I’m going to watch a live action show or I’m going to watch an animation show. They just come to the channel and say that I’m going to watch my favourite show Ninja Hatori or Spongebob, so on and so forth. Basically they don’t come to see a show on the basis of differentiation but on the basis of the characters that they love. I personally feel that animation is here to stay because it has more ability to capture the imagination of the children. They want to get away from boredom.
They want to get away from stress. They want to get away from Mom’s nagging. And this is all possible through animation. I think animation can deliver emotions and entertainment better than any live action based programming. So, animation is here to stay for sure, but you could always use some amount of live action as well.
We heard Little Krishna garnered the highest viewership ratings amongst kid’s programmes in the country. Recently, Big Animation tied up with you for the licensing and merchandising rights of Little Krishna. How has this deal helped Nick?
These kind of deals work both ways. What should be kept in mind is that both the parties involved can leverage such deals to the best. If there is no synergy, then such deals don’t work. There was one more partnership that we had with Baskin Robbins wherein their orange flavour ice cream was named Nick. In that case, both of us benefited because Baskin Robbins got a lot of customers who wanted to have that ice cream and on the other hand we got presence in a totally different segment.
What is the biggest challenge you face in catering to kids?
One of the challenges we face is that there is only one TV in the house, so everybody wants a share of the television and in the process our target audience, which is kids, become active viewers of whatever is being watched in the family, be it news or soaps. The next challenge is the lifestyle of the kids. They have to go to schools, take care of their studies, and then they have tuitions and exams. Apart from this, the major challenge for any channel is the distribution and we are no exception.
What is the way forward with programming for kids’ channels – live action or animation?
To my mind, kids do not differentiate like that at all. They don’t say that I’m going to watch a live action show or I’m going to watch an animation show. They just come to the channel and say that I’m going to watch my favourite show Ninja Hatori or Spongebob, so on and so forth. Basically they don’t come to see a show on the basis of differentiation but on the basis of the characters that they love. I personally feel that animation is here to stay because it has more ability to capture the imagination of the children. They want to get away from boredom.
They want to get away from stress. They want to get away from Mom’s nagging. And this is all possible through animation. I think animation can deliver emotions and entertainment better than any live action based programming. So, animation is here to stay for sure, but you could always use some amount of live action as well.
Amir Moin
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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