In an effort to strengthen the powerhouse kids and family-0riented Nickelodeon brand, Nick will rename its toddler-targeted Noggin network as Nick Jr. and its teen-tinged The N service as TeenNick later this year.
The two services will join Nick at Nite and Nicktoons under the Nickelodeon-branded umbrella of networks. Nickelodeon and MTVN Kids and Family Group president Cyma Zarghami said the rebranding effort “is part of the programmer’s effort to establish the nearly 30-year old Nickelodeon brand as the pre-eminent multimedia brand for toddlers, tweens, teens and their parents.”
The move comes as Nickelodeon aggressively battles The Walt Disney Co.’s Disney Channel and ABC Family, as well as Turner Broadcasting System’s Cartoon Network, for the hearts and minds of kids and their parents. As a result of the rebranding, the parent Nickelodeon channel will eliminate the Nick Jr. brand from its 6 a.m. to 3 p.m. weekday toddler-targeted programming block, as well as the Teen Nick brand from its Saturday night 7 p.m. to 9 p.m. content block. Consumer tests revealed that the blocks had strong identities that actually overshadowed the overall Nickelodeon brand.
The agency review is currently underway.