Multiplatform Promo for Nick’s Wonder Pets

Nickelodeon is tapping all of its platforms to promote its newest preschool series, The Wonder Pets!.

The 20-episode animated “mini-operetta” series -- which features three classroom pets that sing opera and travel the world -- will gain exposure through the ( broadband service, as well as Verizon Wireless’ “V CAST” mobile-phone offering, before launching March 3 on both Nick Jr. and Noggin.

On Feb. 24, Nick Jr. will offer character and adventure clips from the show, featuring photo-puppetry animation, on the V CAST wireless-broadband service, followed by the show’s March 3 one-hour simultaneous premiere on both Nick Jr. and Noggin at 10:30 a.m., senior vice president of Nickelodeon strategic marketing Karen Driscoll said. The Wonder Pets! will then air regularly on Nick Jr. weekdays at 11:30 a.m.

The Nick Jr. video-broadband service on -- which began streaming 12-minute “sneak peeks” of the show’s second episode Friday, along with character and adventure clips -- will also stream the premiere March 3. Short segments from the series are already airing on Nick Jr.’s Parents TV site (

Along with the various platform launches, Nickelodeon will look to build awareness of the show thorough traditional marketing efforts, including running spots on both cable and broadcast networks and print ads in Parents, Parenting and Scholastic Parent and Child.

On the affiliate side, Comcast Corp., in addition to promoting the show on its video-on-demand service, will team up with the programmer on cross-channel spots and ads in 26 malls within the MSO’s markets.

The show will also be distributed on a VOD basis by Cox Communications Inc., Cablevision Systems Corp. and Charter Communications Inc. beginning March 6.

For more on The Wonder Pets!, please see R. Thomas Umstead’s story on page nine of Monday’s issue of Multichannel News.

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.