Nick Jr becomes first TV channel to use EPG ads with 24/7 Real Media deal

The What's on Nick Jr index highlights forthcoming programmes, games, competitions and show information.

The channel's latest campaign, which focuses on the channel's 'Dora the Explorer' programme, will centre around a special Dora Day on March 27, following on from the initial launch on March 14 to promote and build awareness of the programme.

The EPG banner includes interactive elements for children to explore with Dora and her monkey, Boots, as well as a bonus half-hour episode and a variety of Dora games including access to all over TV listings.

Sarah Mieren, marketing manager of Nickelodeon, said: "The technology allows us to influence viewers right at the point where they are choosing which channel and programme to watch. It brings our brand to life in a way that allows people to really get to know individual characters like Dora the Explorer."

The EPG is used by 90% of cable viewers, according to 24/7 Real Media, which is hoping will reach a large audience and highlight programmes and channels that viewers might not have watched.

David Ratcliffe, director of DTV at 24/7 Real Media, said: "Through working with Nick Jr we can significantly raise awareness and channel share within a multi-channel environment."

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