In its ongoing "cradle-to-grave" philosophy, MTV’s sister network—which has long targeted the 6-12-year-old demo—is acting more and more like its older sibling, aiming programming at the so-called tweens, ages 9-15.
Nickelodeon Senior Director of Talent Shelly "Fort" Sumter—along with President Film & TV Production for Nickelodeon, TV Land and TNN Albie Hecht—has been instrumental in boosting pop music’s profile on the channel, especially on the station’s 14th annual "Kid’s Choice" awards, airing Saturday (4/15) at 8 p.m. ET/PT.
"I’ve got everyone calling me to get their artists on," she said when we told her we were trying to book Billy Idol. "There’s a huge musical presence on the show. I wish I could accommodate everyone who wants to perform."
She points to No Limit rapper (and Master P’s son) Lil’ Romeo as an example of the approach. "Master P came to us first," she said. "He wanted to be associated with Nickelodeon." As part of the channel’s own "Nick360" convergence, Lil’ Romeo will appear on "Slimetime Live," do chats on Nick.com, perform on a concert special and be cast in one or more of the network’s series.
"We work heavily in tandem with the labels’ marketing campaigns," Sumter added. "It’s important that they are as committed as we are to the project. Now, please excuse me; I’ve got Mr. Tommy Pickles on the line. He’s going to host ‘Pin The Tail On The Jackass’ for five-year-olds."
THE COUNT: ALL THE DESERT'S A STAGE
The dust settles on the Indio Polo Grounds. (4/24a)
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THE NEW UMG
Gosh, we hope there are more press releases.
TIKTOK BANNED!
Unless the Senate manages to make this whole thing go away, that is.
THE NEW HUGE COUNTRY ACT
No, not that one.
TRUMP'S CAMPAIGN PLAYLIST
Now 100% unlicensed!
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