Viacom International Media Networks is deepening its roster of original content in Southeast Asia with new fitness and gaming-based series on Nickelodeon and MTV.
Next month in the region, Nickelodeon will launch a pair of short-form fitness-themed series for its linear channels, online platforms and apps. First up, Nickified Sports encourages kids to get active and try different sports by letting them use regular household items (think javelin throwing but with brooms). Funny Fitness with Robbie, meanwhile, focuses on exercises kids can do in the home, such as burpees and jumping jacks. A third non-sports series, Kids Ask the Burning Questions (which lets children interview adults), will also premiere in May. The new shows follow Nick Jr. Australia greenlighting Ready Set Dance, a locally-produced short-form series, last December.
To tap into the popularity of eSports for youth, a new dedicated gaming vertical, MTV Got Game (pictured), is also set to launch in the region. Along with original short-form gaming content and eSports-inspired on-air playlists, the vertical will feature Got Game Weekly, as well as Got Game: Face Off where celebs square off against each other in FIFA console challenges.
eSports continues to be a burgeoning business in the kids and young adult market. For instance, Nickelodeon launched a Minecraft-based eSports series called Super League Gaming Minecraft City Champs as part of its 2018 NewFront. Then just yesterday, Hasbro’s new eSport platform Magic: The Gathering helped lift the toyco’s net revenue by 24% to US$92 million in its first quarter earnings.