MTV Networks has webs covering all demo groups
“Alf,” “Bewitched” and other vintage comedy series are making their way to Latin America.
On Feb. 13, MTV Networks will bow the latenight block Nick at Nite on Nickelodeon, which reaches 16.5 million households in the region. Nick at Nite will run daily from 10 p.m., ending at 5 a.m. in Brazil and 6 a.m. in the rest of Latin America.
MTV Networks is concentrating growth in Latin America, where it launched VH1 in 2004 and gay and lesbian pay-per-view channel Logo TV last year.
“With Nickelodeon, MTV, VH1, Logo and now Nick at Nite, we are covering all demo groups,” said Pierluigi Gazzolo, managing director, MTV Networks Latin America.
Kids channels are the highest-rated feevees in the region, but their ad revenue pie is the smallest in pay TV, Gazzolo said. Nick at Nite will address that problem by drawing more adult auds and, it hopes, more ad revenue.
The region’s ad market is expected to continue its double-digit growth. In 2005, overall ad sales spiked nearly 20%.
In the U.S., Nickelodeon/Nick at Nite’s cash flow for 2006 is projected at $1.03 billion, according to Kagan Research, making it the industry’s most profitable cabler.