Nick Launches Second Pre-School Channel

Nickelodeon is to launch its second pre-school kids’ channel next week, with Nick Jr 2 aiming to extend the influence of the original brand, rather than simply offering a time-shifted version of current programming.

The new channel will feature favourite programmes from the Nick Jr stable, including Dora the Explorer, Bob the Builder, Lazytown and Backyardigans, as well as series premieres and special programmes.

Some of Nick Jr 2’s programming will follow on from the original channel, giving kids the opportunity to watch more of their favourite shows after they finish, by switching over to Nick Jr. 2.

The new channel will also enable Nickelodeon to cater for boys on one channel, and girls on the other, offering themed days of special scheduling.

Viacom Brand Solutions, which represents all of Viacom’s broadcast channels, will now mirror-book adverts on both channels, offering advertisers greater audience reach.

Explaining the expansion, Nick Bampton, managing director of Viacom Brand Solutions, said: “Pre-school programming is one of Nickelodeon’s greatest strengths. We’ve had years of expertise developing an award-winning channel for the under-5s, offering advertisers a valuable audience of parents and kids. Nick Jr. 2 will build on the Nick Jr. brand by giving our viewers more choice and more chances to join in with their favourite shows.”

Nick Jr 2 will debut on Sky channel 623, giving a listing on the second page of the broadcaster’s EPG, a page ahead of the CITV channel, which is due to begin broadcasting on Sky later this month.

Nickelodeon: www.nickelodeon.co.uk