ith the rush of kids� channels into India, the game of positioning and segmentation has taken off in right earnest. Much like in any other category, the new breed of channels are falling over one other to plug various "need gaps" that presumably exist in this market.

Nick, which decided to "reinvent" itself earlier this year, has identified reality programming based on awards and events as its bread and butter. Or so it seems from the number of programmes it has kicked off in this genre, the most recent being the Asian Paints� Nick Takes Over Your Home contest. The contest was kicked off in mid-June and vignettes of the selection process went on air in end-July. Five kids from across India have been selected after auditions held at Lifestyle stores across the country. The channel claims "thousands of kids" registered for the auditions held at the predesignated Nick Corners at the retail chain. ... more