It was on December 19, 2011, that Sonic, part of India’s leading kids’ entertainment franchise Nickelodeon, went live. Entering into a cluttered and competitive market, Sonic has engaged and entertained kids with stories that bring happiness to their lives.

Starting from the bottom of the charts during its initial years, the channel has grown to become an entertainment hub and continues to rule the hearts and minds of its young viewers, as the channel completes 10 years.

Rising through the ranks, the kids’ category has witnessed Sonic’s journey from 7th position since its launch a decade ago to the 3rd position in 2020-21 and is currently a strong No.1 in its anniversary week, a statement from the company said.

The channel reaches 28.2 million viewers as of November 2021 and plays a significant role in strengthening leadership for the Nickelodeon franchise. With viewers spending 119 minutes on an average per week, Sonic currently commands a 13 percent market share, the company said.

From the launch of its first show ‘Kung Fu Panda- The Legend of Awesomeness’ to its latest home-grown IP ‘Pinaki & Happy – The Bhoot Bandhus’, the show contributes 30 percent of the channel’s ratings and consistently appears in the category’s Top 10 slots since its launch.

Sonic has crafted and carved its growth story upon engaging stories, endearing characters and solid kids connections.

Celebrating its 10th anniversary, Sonic launches a special birthday campaign titled ‘Tenniversary’, which focuses on partnerships, expansive influencer promotions and digital engagement through an array of exciting activities which keeps children entertained.

Speaking on Sonic’s journey over the last decade, Nina Jaipuria, Head of Hindi Mass Entertainment & Kids TV Network, Viacom18, said, “When we started our journey with Sonic a decade ago, we took a plunge in the highly competitive Kids category. From then to now, Sonic has grown leaps and bounds. The success story of Sonic is a result of our kids first approach in driving innovation with pioneering homegrown content thus making Nickelodeon the leading franchise.”

“We take great pride in Sonic’s success and are truly overwhelmed with the love it continues to receive from kids and advertisers alike. We are happy to have built a brand that is a destination that kids return to for their daily dose of entertainment and look forward to the next phase with enthusiasm and zeal,” Jaipuria added.