The Nickelodeon Success Story

Nickelodeon is today one of the most successful cable channels in the USA, and might be the most watched children’s network in history. It has also been enlargened into an international cable empire, with regional versions running in Europe, the Middle East, Russia, and parts of Asia. But in spite of its current inconceivable level of success, “Nick” as it is endearingly referred to as, is a pretty new tv network and its eventful history is quite short.

The network was given the name “Nickelodeon” when Viacom first bought it in 1981. Up until that point it had been known as Pinwheel, whose run lasted from 1977 to 1981. Since kids’ shows were fewer in number and lower in quality back then, and since there weren’t many viewers during school hours, Pinwheel ran for only 6 hours a day. When Viacom took over the network, they extended its airtime from 6 hours to 12 hours, going from eight AM until eight PM, but leaving the old Pinwheel staff in their positions.

In 1984 Nick was in last place among cable stations for ratings, and had lost $40 million. The President of MTV Networks, the division of Viacom that ran not only MTV but also other networks like Nickelodeon, fired the staff and began a process of rebranding the network, enlisting the aid of some of the masterminds behind MTV’s rise to success. They created a new “splat” logo whose infamy persists to this day; new jingles; new promotional ID clips; and created new content with help of new writers, producers, and animators. The network was given a full makeover and within 6 months was number 1 amongst cable networks.

Luckily for us fans, Nickelodeon’s fortunes were turned around. Nickelodeon offers some of the most enriching children’s content there is, being both highly entertaining and subtly educational. Their content always brings joy to my kids, but also teaches them something of value, every time they watch. For that I’m grateful.

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