Televisionpoint.com Correspondent | Mumbai Nick, the entertainment channel for children, is all set to give India its first toon jockey (TJ) with the launch of its Kaun Banega Toon Jockey. The TJ initiative was the result of a survey conducted by Nick across 15 cities in India, involving 2,300 children.
The survey revealed that 31 per cent of the children preferred to be famous on TV, rather than be good looking or travel abroad. The winners will go on air at the end of December for two to six weeks.
Nina Elavia Jaipuria, senior vice-president and general manager, Nick India, said, "Toon Jockey will be held from October 20 till November 16. Children from various cities take part in the nation-wide hunt for India's first Toon Jockey. Three kids will be famous on TV through the contest."
Jaipuria explains about the show, "Staying true to its belief that all kids are equal, Nick will not burden children with auditions, tests and a judging process. Every child in the country has an equal chance of becoming a Nick Toon Jockey. They need to answer simple questions after watching Nick between 4 to 8 pm everyday. Children can also keep winning exciting daily prizes like Ipod shuffles and laptops through the period in addition to the grand prize."
Nick has started various initiatives in a bid to become a strong contender in the kids' genre. It is supporting the TJ contest with a robust 360 degree marketing campaign through cinema and retail tie ups and massive van activation. Nestle Munch, Kissan Jam Squeezy, PVR and Westside are its partners in the hunt.
The campaign will reach out to kids in 40 cities across India, including Mumbai, Delhi, Kolkata and Bangalore as well as smaller cities in Maharashtra, Uttar Pradesh and Madhya Pradesh.
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