Nickelodeon has become the most popular kids cable and satellite channel in Australia after launching in October 1995. The channel airs 16 hours a day, seven days a week, from 6am to 10pm. It is distributed via Foxtel and AustarÕs basic package to 970,000 households, according to AC Nielsen AdEx data. Marketing director Rosie Gray-Spencer says NickelodeonÕs mission is to connect to kids and connect kids to their world through entertainment. ÒOur good-for-kids philosophy is reflected in everything we do and guides our efforts both on and off-air,Ó she says. ÒBy serving kidsÕ interests in this way Ñ through creative programming and pro-social initiatives Ñ Nickelodeon endeavours to help kids develop positive attitudes and feel good about their place in the world.Ó Gray-Spencer oversees marketing, promotions and ad sales for the channel, as well as developing relationships with advertisers and partners, and overseeing NickelodeonÕs pro-social initiative, The Big Help. Gray-SpencerÕs understanding of youth was gained from her previous role as associate director at DDB Sydney, where she managed the Hasbro account, ACP and Microsoft. Advertisers include the major kids brands, such as NestlŽ, Hasbro, Mattel, McDonaldÕs and National Foods. Gray-Spencer says, as well as Òdirect dialogue with kidsÓ, Nickelodeon offers advertisers fully-integrated campaigns and the opportunity to Òtake their products to life at a grassroots levelÓ. Research is the foundation of programming and marketing, explains Gray-Spencer. ÒWe have a full-time in-house department conducting quantitative studies with kids and focus groups. Our database is a useful tool and we work with larger companies on syndicated research. WeÕre currently involved in Brain Squeeze, like our version of Seven-Up, over 12 months to really understand the tween market.Ó Nickelodeon Online treehouse The Treehouse was created in May 1996 exclusively for Australians and is the number one web site dedicated to kids, with 1.3 million hits per week and consistent ranking in the top three Australian childrenÕs sites from August 1999, according to Top100. New content is added daily, weekly and monthly. It was designed to offer kids a variety of kid-focused online experiences. Branches of the Treehouse include Nick Central, information about Nickelodeon; The Funhouse, interactive games; Kids Only Clubhouse, a kidsÕ chat room; Toon Room, for information about Nicktoons; Treehouse Times, real news thatÕs interesting to kids; Big Help Branch, where kids, along with Nickel-odeon, can Òhelp make the real world a better placeÓ. ÒThe site has very sticky content Ñ the bulletin boards and activities attract kids to stay for an average of 13 minutes,Ó Gray-Spencer says.
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