Nickelodeon betting on preschoolers to reverse ratings slide
Network hoping shows like 'Peter Rabbit' will boost its viewership
By MomPopCulture Jan 31, 2013 12:45PM
By Brent LangTheWrap
Nickelodeon is tying its future to the birth rate.
Philippe Dauman, chief executive officer of the network's parent company Viacom, told analysts Thursday that he is pouring resources into improving content geared at pre-school audiences. Those discerning tykes can look forward to six new original programs geared at their demographic including "Monsters vs. Aliens," a new show based on the 2009 film from DreamWorks Animation. The company also plans to make "Peter Rabbit," which it debuted last year as a special holiday event, a programming mainstay.
Bing: More about Nickelodeon | More about 'Peter Rabbit'
Dauman said the company was hitting a "generational reset button" and was hoping to refine its programming for a "post-Millennial generation."
"We have a generational shift and we want to capture that preschool audience so they grow with us," Dauman said.
The company is also trying to reverse a ratings slide that has battered its stock and balance sheet. Revenue in Viacom's television networks division, a unit that also includes MTV and Comedy Central, dropped 2 percent to $2.39 billion during its most recent financial quarter. Dauman attributed that slide to lower advertising revenue due entirely to declines in the Nickelodeon group.
Ratings at Nickelodeon have improved in recent months thanks to the success of new programs like the rebooted "Teenage Mutant Ninja Turtles" franchise, but the company has still not patched up the damage from last season when the children's network suffered a 28 percent free fall in ratings among the key demographic of children ages 2 to 11.
In addition to the new investment in content, Dauman said Viacom is putting money into technology. Nickelodeon will debut a spiffy app in the near future, the CEO said, although he did not offer many details.
"It's quite innovate... it will allow us to really grow in the future," was all Dauman would say.
We're guessing it's toddler friendly.
Related articles from TheWrap:
'Teenage Mutant Ninja Turtles' gets premiere date on Nickelodeon
Viacom earnings: Revenue, profits slide with fewer movies
4Comments
Jan 31, 2013 4:08PM
We don't even watch the regular Nickelodeon channel. There are only a couple shows on NickJr that I allow my child to watch, therefore we watch more Disney Jr and PBS. Ever since they started the NickMom block, I have been reluctant to even watch the channel. If they care so little to put that garbage on a children's channel, then what is to stop them from running other graphic and sexually explicit shows for toddlers and preschoolers to watch? They need to go back to basics and get rid of shows like Sponge Bob, Nick Mom, and the likes of those. I do like Little Einsteins, Little Bill, The Backyardigans, etc. I hope their new shows are educational and are something that parents will feel comfortable letting their children watch. I do miss the old shows from those channels though, we need more like them.
Jan 31, 2013 2:31PM
The terrible shows that Nickelodeon is putting out for kids (think I Carly and Victorious) would make anyone want to jump off a cliff. They used to have shows that appealed to all kids, like Rugrats and Rocket Power. They need to go back to normal kids' shows where not every character has to be a pop star or have their own TV show. Show some cartoons for a change.
Jan 31, 2013 1:59PM
Jan 31, 2013 1:43PM
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