MEDIA
11/13/2008 05:12 am ET | Updated May 25, 2011

Nickelodeon Looks To Lure Parents In To "Co-Viewing"

CANNES -- Nickelodeon's conventional kids TV wisdoms may need to be turned on their heads to meet young audiences' entertainment demands, network president Cyma Zarghami said here Oct. 12 at the closing keynote of the MIPCOM Junior show.

Among other things, this means expanding Nick's long-held kids-first policy into content and brand extensions suitable for emerging family "co-viewing" trends.

The network has also started looking for a Latin American youth telenovela format to adapt for the U.S. market.

In addition, there are likely to be more prime time partnerships like the stop-motion animated series, "Glenn Martin DDS," developed with Michael Eisner, she said.

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