Nickelodeon looking to expand 'co-viewing'
Plan to expand programs appealing to whole familyCANNES -- Nickelodeon's conventional kids TV wisdoms may need to be turned on their heads to meet young audiences' entertainment demands, network president Cyma Zarghami said here Oct. 12 at the closing keynote of the MIPCOM Junior show.
Among other things, this means expanding Nick's long-held kids-first policy into content and brand extensions suitable for emerging family "co-viewing" trends.
The network has also started looking for a Latin American youth telenovela format to adapt for the U.S. market.
In addition, there are likely to be more prime time partnerships like the stop-motion animated series, "Glenn Martin DDS," developed with Michael Eisner, she said.
"Glenn Martin DDS," about a dentist and his family on a road trip, "is a great new partnership for us and brings us the opportunity to innovate for Nick families," Zarghami said.
"Kids and parents are desperately looking for ways to spend time together. We need to widen our view and perhaps turn some of our conventional wisdoms on their heads," she added.
The results of Nickelodeon's six-country family dynamics study, currently under way, will be released early next year. Countries include the U.S., the U.K. and India.
Zarghami also said the amount of time children spend watching TV had not changed for more than 10 years.