Kids' Choice franchise still building global momentum


On the 20th anniversary of its Kids' Choice Awards show, Nickelodeon is launching local versions of the slime-heavy event in two of its most important international territories, Germany and the U.K.

The German Kids' Choice Awards kicked off Thursday in Bottrop, site of the recently unveiled Nick Land amusement park. The U.K. show runs Saturday in London.

For Nickelodeon and parent Viacom, the shows are massive marketing events that serve both to boost the Nickelodeon brand locally and allow cross-promotion between the U.S. Nickelodeon channel and its global franchises.

The model is the MTV Music Awards, which Viacom has successfully spun off into European and Asian events that draw millions of viewers and millions more in promotion and ad dollars.

Howard Litton, managing director of Nick U.K., calls the Kids' Choice Awards "the cherry on top" for Nick U.K., which has bypassed Turner-controlled channels to become the territory's No. 1 buyer of kids-targeted advertising.

In Germany, where Nickelodeon just launched two years ago, it is hoped the Kids' Choice Awards will help set the channel apart from market leaders Super RTL and public broadcaster Ki.Ka.

"We've already seen the effect in the months leading up to the event, especially online," Nick Germany boss Markus Andorfer said.

Brazil, Australia, Holland, Italy, Sweden and China all have local versions of the show.