February 15, 2010
Life and Times of Nickelodeon
Nickelodeon, a branch of MTV networks, is aimed at children from ages six to twelve. Since 1979, it has grown into one of the highest rated television networks on television. It currently has four different channels and has produced over twenty different movies.
Nickelodeon started off as The Pinwheel Network and is owned by Viacom Inc.`s MTV networks (Classic Nick; Mifflin C1). Nickelodeon was launched on April 1st, 1979 (Nick History). The network only played reruns of old cartoons on Pinwheel with no commercial breaks (Classic Nick). Prior to August 11, 1991, Nickelodeon refused to produce a weekly animated series due to high cost, but ultimately decided to produce three animated series (Nickelodeon). Their first animated series were Ren & Stimpy, Doug, and the Rugrats (Nick History). In 1999, Nickelodeon celebrated its 20th anniversary and hired a new Chief Executive, Herb Scannell was not expected to revamp Nickelodeon as much as he did. The President of MTV Networks moved into the former chief executive's office to evaluate Scannell's every move. Former chief executive, Geraldine Layborne sometimes had a temper which matched her passion for work. By contrast, Scannell was amiable and never raised his voice. He built Nickelodeon into a one billion dollar multimedia powerhouse. He nearly doubled Nickelodeon's revenue and profits. "Regardless of what they do, we have to be as aggressive as we can," Scannell said about competition. Scannell brought in the first feature films for Nickelodeon. He also established an animation studio in Burbank, California, which produced five series and four feature films, and developed some straight-to-video films. (Mifflin C1). "For Herb, it wasn't just `How does this work? But `how are we going to win, how are we going to take it to the next level?' It was empowering," Nickelodeon's chief operating officer, Jeffrey Dunn said.
Nicktoons was a new type of television show for kids (Nick History). The first three nicktoons, Doug, Ren and Stimpy, and the Rugrats, found success in 1993. Rocko's Modern Life was in development at this time and became a success when released. By 1994, Doug ended production while Rocko's Modern Life, Ren and Stimpy, and the Rugrats were still producing and airing. All That was released in 1994 on Saturday Night Nickelodeon, also known as Snick. All That launched careers of many actors and actresses including Kenan Thompson, Amanda Bynes, and Jamie Lynn Spears. All That was cancelled in 2005. In mid-1996, Kablam! and Hey Arnold! took the place of Rocko's Modern Life and Ren and Stimpy, both of which still played reruns until 2001 (Nickelodeon). In 1998, Nickelodeon's first animated feature film, "The Rugrats Movie" partnered with Paramount Pictures to become the first non-Disney animated film to...