Nickelodeon focuses its evening slot on teens with Nick at Nite block

Kids TV staple Nickelodeon UK and Ireland has created a new programming block for 11 to 15-year old on weekdays at 7pm, pinning down a solid demographic advertiser can hone in on in the evening.

Nick at Nite will feature a daily editorial bulletin called The Scoop, give teens relevant news in entertainment, music and style. The show will also be pushed by the broadcaster’s social media channels.

From a design perspective, the block has been inspired by social media and instant messaging in a bid to connect with an audience, heavily reliant upon these services. The branding, created by the Nickelodeon UK and Ireland creative team, led by senior graphic designer Yeen Trinh, features a host of new bright interstitials, menus and bumpers, all bolstered by Nickelodeon’s unique emojis.

The block will feature Neighbours, the Middle and Nickelodeon shows See Dad Run, Instant Mom and True Jackson vice-president.

“Nick at Nite gives us a huge opportunity to reach older audiences that have felt underserved by the current offering on kids’ networks,” said Alison Bakunowich, general manager, Nickelodeon UK & Ireland.

“From the programming on offer, to the vibrant brand identity, we hope that Nick at Nite will become a destination for tweens and teens, offering them a compelling schedule that reflects their experience and interests.”

The broadcaster is on the hunt for relevant commercial partners to align the new block.

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