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Nickelodeon held its upfront presentation for advertisers on Tuesday, announcing a full slate of new shows and changing the network’s target demographic. The network said that it will now go after the ‘post millennials,’ their term for anyone born after 2005.
Jim Perry, the network’s executive VP of marketing, said at the event at Lincoln Center in New York that ads are selling out, reports AdAge. Movie studios, toy companies and restaurants are still buying ads on the Viacom network.
Executives admitted that it is time for the network to stop relying on Spongebob Squarepants, which is now over a decade old. According to The Hollywood Reporter, Nick averages 3 million viewers a day and ratings are up in the 2-11 demographic, so that’s who most of the new programming will be targeted towards.
A new Dora The Explorer spin-off will join the previously announced Monsters vs. Aliens and Rabbids. Since a new Teenage Mutant Ninja Turtles movie is in the works, the animated show will get a third season.
Other new cartoons include Sanjay & Craig and Breadwinners, while live-action programs The Haunted Hathaways and The Thundermands will join the schedule. A ‘literacy’ show titled Wallykazam and Blaze and the Monster Machines were announced for preschoolers.
“We have reorganized our development process in a way that allows us to make content smarter and faster than ever before, tailored specifically for this first generation of post-millennial kids,” Nickelodeon Group President Cyma Zarghami said, reports Entertainment Weekly. “Our research tells us that for them funny is a badge of honor, and because funny is in Nickelodeon’s core DNA, we believe our position will ensure our success with them.”