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Viacom Appoints Brian Robbins as President of Nickelodeon

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Viacom’s (VIAB - Free Report) search for a permanent leader for Nickelodeon has come to an end. The company announced the appointment of Brian Robbins as president of Nickelodeon.

Robbins who will report directly to CEO Bob Bakish is responsible for overseeing creative and business operations at Nickelodeon.

The new president will remain involved in the development, production and marketing of Nickelodeon co-branded films. However, Sarah Levy, COO of entertainment networks, will continue to oversee research and production management business functions of Nickelodeon.

Prior to this, Robbins was the President of Paramount Pictures’ Paramount Players division. Before being part of Paramount, Robbins was the CEO of Awesomeness that he co-founded in 2012.

Viacom Inc. Revenue (TTM)

Viacom Inc. Revenue (TTM) | Viacom Inc. Quote

Robbins’ Appointment to Boost Nickelodeon’s Ratings

Nickelodeon is well known for its popular television shows focused on children and adolescents. It also produces cartoons and live action shows such as Spongebob Squarepants and Drake.

However, Nickelodeon’s popularity has been slowing down as reflected in the decline in ratings. This can be attributed to change in consumer preference and availability of new content on other platforms.

Robbins is expected to work on reviving the brand to attract young audiences. Viacom expects user engagement to increase going forward on the back of existing and new franchises, feature films and availability of Nickelodeon content on other platforms.

Earlier, Robbins served as executive producer of the popular Nickelodeon series Kenan and Kel and All That, which were meant for teens and the young audience. His other popular work includes Smallville and Disney (DIS - Free Report) channel’s Sonny with a Chance among others.

Other Deals by Nickelodeon

To boost engagement levels and user ratings, Viacom partnered with over-the-top (OTT) and mobile providers to bring Nickelodeon’s content to a wider audience across the globe. Notably, Viacom is also in talks with mobile carriers in Europe and the United States.

After Nickelodeon’s Noggin was made available on Prime, the company witnessed increase in subscriber growth for pre-school programming. Additionally, in July this year, the company closed a deal to bring Nick Japan to Amazon’s Prime Video platform.

Moreover, Nickelodeon produced the animated series Pinky Malinky under a multi-year partnership with Netflix (NFLX - Free Report) .

Nickelodeon has been experiencing softness in ratings and Viacom with Robbins’ expertise is looking to boost its content offerings to enhance user interest. Increase in user ratings will add to advertising revenues going forward. Notably, advertising revenues declined 4% year over year to $1.19 billion in the last reported quarter.

However, Viacom will find it difficult to compete with video streaming service companies like Netflix and Amazon that are investing heavily to produce original content and to acquire more subscribers.

Moreover, competition will intensify owing to the entry of players like Disney, Apple (AAPL - Free Report) and Walmart.

Viacom currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

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