Nickelodeon UK and Ireland has launched a new programming block for kids aged 11 to 15 years old called Nick at Nite.
Airing weekday evenings from 7pm, the block includes a new daily editorial bulletin, The Scoop covering the latest news across celebrity, entertainment, music and style.
The Scoop will be supported online with an editorial microsite while both Nick at Nite and The Scoop will be reinforced through Nickelodeon’s Facebook, Twitter and Instagram channels.
In addition to the 90-second bulletin, programming featured in the Nick at Nite block includes the soap opera Neighbours as well as The Middle, alongside Nickelodeon shows See Dad Run, Instant Mom and True Jackson VP.
New programming will be unveiled in the coming weeks.
“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 and 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 firm has emphasized the potential for Nick at Nite to go beyond screens with on-the-ground activations and promotional partnerships.
The firm has urged potential commercial partners interested in opportunities to work with Nick at Nite to contact the Nickelodeon commercial and new business team for more information.