×
You will be redirected back to your article in seconds

Nickelodeon To Launch Noggin Subscription-Video Service in March

Nickelodeon is tapping into its past to help spark its future.

The Viacom-owned kid-media juggernaut will revive Noggin — once a cable network for preschoolers that was changed to Nick Jr. in 2009 — as a subscription video service delivered via broadband connections. The service, which was recently previewed by Viacom executives during a call with investors, is set to launch March 5.

Noggin arrives as Nickelodeon continues to grapple with ratings declines at its traditional TV network, owing to viewers seeking video content on new kinds of screens.

For the week of February 15, Nickelodeon’s total-day ratings in its core demo of kids between 2 and 11 were off by 35%, according to research from Todd Juenger of Bernstein Research.

Noggin will be free of advertising and will feature content that is not currently on Nickelodeon’s suite of networks. The properties the company can tap into include the series “Blue’s Clues,” which ran on Nickelodeon for a decade, the series “Little Bear,” music videos featuring Nick characters and clips of mascots Moose A. Moose and Zee, a moose-and-bird duo who once held forth on the linear Noggin.

Nickelodeon will seek $5.99 a month from customers. The service will be available in the App Store for iPod, iPhone and iPad. The network said it was in discussions with cable and satellite companies about offering the service as a premium add-on for subscribers.

Noggin is intended to complement to the company’s Nick Jr. app, which shows a live, linear feed of the Nick Jr. preschooler cable network for those who already subscribe.

Viacom CEO Philippe Dauman has recently articulated a strategy of creating new methods for distributing the company’s content that will not depend on measurement systems such as Nielsen, which have long been the industry’s norm.

More Digital

  • Mackenzie Davis Terminator Dark Fate

    ‘Terminator: Dark Fate’ Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Paramount Pictures claims the top spot in spending with “Terminator: Dark Fate.” Ads placed for the sci-fi action film had an estimated media value of $6.81 million through Sunday for 796 national ad airings [...]

  • Ronan Farrow book Catch and Kill

    Ronan Farrow Inks Podcast Series Deal for 'Catch and Kill' (EXCLUSIVE)

    Ronan Farrow is launching a podcast offshoot of his best-selling book “Catch and Kill.” Slated to premiere in November, “The Catch and Kill Podcast With Ronan Farrow” will feature new audio material and interviews with people Farrow interviewed about allegations involving sexual misconduct of media industry figures including Harvey Weinstein and Matt Lauer — and [...]

  • Katie Couric Sheryl Sandberg

    Katie Couric Steamrolls Sheryl Sandberg in Roving Vanity Fair Summit Interview

    Sending a jolt through a luxurious and excessively polite afternoon in Beverly Hills, veteran journalist Katie Couric delivered a relentless series of hardball questions to Facebook chief operating officer Sheryl Sandberg on Tuesday. Speaking in conversation at the sixth annual Vanity Fair New Establishment summit at the Wallis Annenberg Center for the Performing Arts, Couric’s [...]

  • Parker Posey

    Parker Posey Stars in 'Hunted,' First Podcast From Dick Wolf and Endeavor Audio (EXCLUSIVE)

    Parker Posey will star in prison-break thriller “Hunted,” the first podcast from Endeavor Audio and Dick Wolf’s Wolf Entertainment. Posey (“Dazed and Confused,” “Scream 3,” “Superman Returns”) will star in the scripted podcast series alongside Brandon Scott (“13 Reasons Why,” “Dead to Me,” “Grey’s Anatomy”). In the eight-episode show, U.S. Deputy Marshal Emily Barnes (Posey) [...]

  • Snapchat

    Snapchat Grows to 210 Million Daily Users, Surpasses Q3 Revenue Expectations

    Snapchat is growing again, and getting better at monetizing all those eyeballs: The service ended its fiscal third quarter with 210 million daily active users, compared to 203 million at the end of Q2, its corporate parent Snap Inc. revealed as part of its earnings release Tuesday afternoon. Snap Inc. generated some $446 million revenue [...]

More From Our Brands

Access exclusive content