Though Nick has managed to dethrone other kids channels, such as Hungama and Pogo, the kids channel is still behind Cartoon Network.
Kashmira Gandhi, marketing associate director of Nick India, said in the week before last, the channel went on top defeating other kids channels, including Cartoon Network.
“We have come up to the second spot from the sixth position we were in 2005 and it happened for the productions, hired from reputed houses. The viewership growth is 22% from 17% since March this year, and expecting to go higher within a very short time,” Gandhi added.
“Look, we are having such clients who just dominate the general entertainment channels (GECs). Being a niche channel, the advertisers of health and insurance industries are now with us. We are eyeing more clients,” Gandhi said. “The viewership of kids channels is higher than other channels like news, sports and music. Yet, the kids channel sector is far behind in terms of revenue earning.”
Last fiscal, GECs collectively earned over Rs 1500 crore, while news, music and kids channel sectors earned Rs 800, 300 and 100 crore, respectively.
However, Nick is well- placed in CAS areas and DTH platforms. The DTH players air the channel according to market demand.