Filed under: — Media, Nickelodeon, Television
Written by: Janey the Admin at 3:54 AM
NICKELODEON UNITES PORTFOLIO INTO ONE BRAND TO SUPER-SERVE THE WHOLE FAMILY
Noggin to be Renamed ‘Nick Jr.’, The N to become ‘TEENick’, Nick’s Web sites to be Centralized and Rebranded under ‘One Brand’ Philosophy
As Nickelodeon enters its landmark 30th anniversary year, the number-one kids’ network will unify the TV channels (Noggin, The N, Nicktoons Network) and web sites (Nick.com, Neopets.com, AddictingGames.com, among others) from its top-ranked portfolio under the single, globally recognized brand “Nickelodeon”—beginning 4Q 2009. This philosophy of ‘one brand’ signals Nickelodeon’s continued move toward serving the whole family through TV, online, consumer products, recreation and theatricals, as well as heightening its ability to seamlessly navigate audiences across its targeted entertainment platforms for everything from Dora, SpongeBob, AddictingGames and iCarly, to George Lopez, Degrassi and ParentsConnect.com.
Bringing together the entire multiplatform portfolio under the single Nickelodeon umbrella will reinforce Nick’s leadership in the marketplace as a global brand serving the whole family, with kids always at the center. A ‘one brand’ philosophy also allows audiences to easily find the content they want across multiple screens, and it anticipates the platform agnostic media environment and single currency that the audience and industry are moving toward.
Noggin will be renamed Nick Jr., retaining its quality schedule of commercial-free, preschool-focused programming. The N assumes the name TEENick and will further develop and deliver on its mission of serving teens and tweens through programming reflecting the breadth and depth of ‘teen-dom’. Nicktoons Network retains its name while continuing to organically grow its boy 6-11 audience through hit, action-oriented animated programming like Avatar: The Last Airbender and Marvel’s Wolverine and the X-Men and the forthcoming Iron Man series. Also, Nick.com will expand to become a hub for Nickelodeon’s entire digital network of properties and brands, and will continue to serve as the leading content destination for kids.
The television brands of the Nickelodeon portfolio owned 47% of all kid 2-11 viewing in 2008, marking +9% growth from 2007. Nickelodeon, the number-one basic cable network in the United States with kids and total viewers for the last 14 years, is currently available in more than 98 million U.S. homes. Nickelodeon is a global brand with more than 50 channels reaching more than 141 countries and 277 million households. and in more than 600 million homes and 172 countries worldwide. The network also is home to the top-ranked kids’ and tweens’ shows on all television, including iCarly and SpongeBob SquarePants.
With the move to one brand in 4Q ‘09, Nickelodeon will remain the flagship network and online home base for kids 2-17 years old – from preschoolers to teens and their families. Nickelodeon’s ever-growing collection of hit series appealing to kids and their families includes SpongeBob SquarePants; Dora the Explorer; Go, Diego, Go!; Ni-Hao, Kai Lan; The Wonder Pets!; Yo, Gabba, Gabba!; iCarly; True Jackson, VP; The Fairly OddParents;The Naked Brothers Band ; and the forthcoming The Penguins of Madagascar.
Nickelodeon will continue to schedule its award-winning preschool programming on weekday mornings, and entertainment programming for kids during afternoons–followed by the family-targeted Nick at Nite block. Nick at Nite finished a record year in 2008 and will continue its evolution as the home of the modern-day family comedy through such hits as George Lopez, Home Improvement, the addition later this year of Everybody Hates Chris, and the forthcoming original comedy, Glenn Martin, DDS, from Michael Eisner’s Tornante Animation.
Nickelodeon’s rebranded digital TV channels will feature:
o Nick Jr. (69M U.S. homes): Formerly Noggin, Nick Jr. will remain the 24-hour, commercial free network for preschoolers, retaining its core attribute of “preschool on TV”. Through interactivity and narrative, Nick Jr. helps kids learn early literacy, social studies, basic math, science, movement and art skills. Nick Jr.’s schedule will continue to feature a 24-hour schedule of the top preschool programming including: Dora the Explorer; Go, Diego, Go!; The Wonder Pets!; The Backyardigans; Yo Gabba Gabba!; Blue’s Clues; Wow! Wow! Wubbzy!; Jack’s Big Music Show; Pinky Dinky Doo; Toot & Puddle; Oobi; and The Upside Down Show.
o TEENick (66M U.S. homes): Formerly The N, TEENick is the 24-hour TV network exclusively for and about teens. TEENick’s distinct perspective connects its audience to the electricity and possibilities of ‘teen-dom’. The network speaks to teens with an authentic, point of view and celebrates what’s powerful and unique about the everyday realities of being a teen. TEENick’s programming schedule features award-winning series, original TV shows, and well-loved TV favorites including: Degrassi: The Next Generation; What I Like About You; Zoey 101; The Naked Brothers Band; iCarly; True Jackson, VP; That 70’s Show; The Fresh Prince of Bel-Air; Unfabulous; Ned’s Declassified; and Saved by the Bell.
o Nicktoons Network (53M U.S. homes): Retaining its current name, Nicktoons Network is the fastest growing kids’ network and offers 24-hours of animated programming including Nickelodeon hits and classics with action-packed acquisitions from around the world. Nicktoons Network serves kids 6-14, emphasizing action-oriented boys 6-11 with programs like Wolverine and the X-Men, Speed Racer: The Next Generation, Kappa Mikey and The Secret Show, as well as a roster of hits that have defined kids’ and animation lovers’ TV, including: Avatar: The Last Airbender; Invader Zim; Danny Phantom; and The Adventures of Jimmy Neutron, Boy Genius. Nicktoons’ fans identify with action and adventure and are into sci-fi, video games, superheroes, and of course, cartoons.
o Online: Nick.com will expand to become a hub for Nickelodeon’s entire digital network of properties and brands and will continue to serve as the leading content destination for kids. Nickelodeon’s web properties like Neopets and Shockwave will feature Nickelodeon branding as well, including:
Nickelodeon’s gaming sites–AddictingGames, the number-one youth gaming site, and Shockwave, the original casual gaming destination, will feature Nickelodeon branding. AddictingGames and Shockwave will continue to focus on their respective core audiences of teen boys and avid women casual gamers.
1 Nickelodeon’s NeoPets, the stickiest youth entertainment site, is a virtual community where kids can create pets, take care of them, interact with other kids’ pets, play games and more.
2 Noggin.com will be folded into NickJr.com–the number-one preschooler and parenting web site. NickJr.com will be the online extension of the Nick Jr. network, creating one united destination for preschoolers and parents, and featuring all of Nickelodeon’s hit preschool properties.
3 TEENick.com, formerly The-N.com, will become the online extension of the TEENick network, offering video, chat boards and a place for teens to connect with the TEENick properties.
4 Nicktoons.com will remain the online extension of Nicktoons Network, offering video, games, and more.
5 Nickelodeon’s ParentsConnect, geared towards parents with kids of all ages–from newborns to teens–is an online resource for parents, offering them valuable parenting advice and information, and the opportunity to connect with other parents.
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