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Nick to fortify base as ‘Oggy and the Cockroaches’ returns

MUMBAI: In a homecoming of sorts, French chase comedy franchise ‘Oggy and the Cockroaches’ has returned to Nick. The kids channel from Viacom18 was the show’s original home before it shifted to Cartoon Network in 2012.

The acquisition is part of the global four-year deal done by Viacom, Nick’s parent company. Nick will air ‘Oggy and the Cockroaches’ from 1 January.

Nina Elavia Jaipuria, EVP & GM, Nickelodeon & Sonic India (5)Nina Jaipuria, Viacom18 Media EVP and business head kids cluster, believes that the ‘homecoming’ couldn’t have come at a better time when the fortunes of the channel have started looking up.

“We have got the rights to ‘Oggy and the Cockroaches’ and are delighted to launch Oggy on Nick from 1 January 2015. This is a very big move for us and will help us further fortify our leadership position. We have got it at a right time,” stated Jaipuria.

Jaipuria claimed that the year has been a great one for Nick on all fronts whether it’s ratings or revenue. “The P&L is also looking robust. Nick has grown by 21 per cent over the last year during the April–November period,” said Jaipuria.

According to TAM data provided by the broadcaster for CS 4–14 ABC All India, while the kids category grew 7 per cent, Nick grew by 21 per cent. TelevisionPost.com could not independently obtain the data from India’s lone rating agency TAM Media Research.

OCR_SG_LogoThe viewership was driven primarily by ‘Motu Patlu’ and ‘Ninja Hattori’. ‘Pakdam Pakdai’, which will shift to Sonic, also contributed in a small measure.

Jaipuria is content that both its local productions are doing well. “In a very short period of time, ‘Motu Patlu’ has managed to grab as much share as ‘Ninja Hattori’. When ‘Oggy and the Cockroaches’ left us, ‘Ninja Hattori’ was the sole warrior left,” she stated.

Revenue growth

The viewership growth was complemented by corresponding growth in ad and subscription revenue by 15 and 20 per cent respectively, Jaipuria added. The ad revenue growth was also fuelled by the 12-minute ad cap and entry of new category of advertisers like e-commerce and mobile phones.

Motu Patlu Logo“While the ad sale for the category is growing, it is still hugely under indexed. The genre contributes about 9 per cent of viewership at a C&S 4+ but less than 2 per cent of the total TV ad pie. This needs to be addressed and we are sure that this disparity will soon be corrected,” Jaipuria said, with regret.

She also noted that kids advertisers provide 60 per cent of ad revenue versus 40 per cent of non-kids.

The non-FCT piece for the broadcaster is also falling in place. “Our non-FCT stream [product licensing and in-show placement] has also witnessed a steady growth. It has also helped us bring our characters closer to the kids and creative affinity among kids for the advertiser’s brands,” she stated.

Focus on multiple franchises

Jaipuria sees an enviable trio in ‘Ninja Hattori’, ‘Motu Patlu’ and ‘Oggy and the Cockroaches’, one that will catapult Nick to greater heights.

Ninja HattorThe presence of these franchises also gives Nick variety in content and reduces its dependence on one franchise.

“We want to ensure that we are not dependent on one or two characters but build a portfolio of characters that engage with our viewers,” asserted Jaipuria.

2015 slate

In 2015, Nick will have whole new episodes of ‘Ninja Hattori’ and ‘Motu Patlu’ besides fifth movie ‘Motu Patlu Khazane Ki Race’ in January 2015.

“We want to do at least four to five movies in a year around ‘Motu and Patlu’. It is 3D, hence easier to produce,” Jaipuria pointed out.

Adding to the Christmas cheer and fervour will be a high-decibel consumer campaign called ‘Lift your Gift’.

“We have a five-year horizon for a franchise. We almost do 50–70 episodes for a franchise and 4–5 movies in a year,” Jaipuria averred.

Jaipuria pointed out that comedy as content gets sold out on the strength of its popularity world over. “Comedy content is not available even worldwide. Action we will get in ample quantity, which is the reason we launched Sonic because we knew we will have adequate content for the channel,” she stated.

Jaipuria also said that rather than buying shows at a higher price, it makes business sense to create IPs even if it involves an incremental cost since that will open up new revenue streams like syndication and L&M.

Also read:

Chase comedy ‘Pakdam Pakdai’ moves from Nick to fuel Sonic’s growth