Aug 14, 2013

The way Nickelodeon presents creators highlights the network's creative stagnation

Nickelodeon rolled out a new promotional set for its upcoming animated programming slate in a series of behind-the-scenes clips incorporated into its pre-teen programming block, Nick Studio 10. Here viewers were introduced to new series like "Breadwinners" and "Rabbids Invasion" and reunited with returning films like "Teenage Mutant Ninja Turtles," "Monsters vs. Aliens," "Sanjay and Craig" and "The Legend of Korra."

In the "Nick Studio 10" spot, a pair of hyperactive youngsters go from one studio cubicle to another to chew the scenery with unidentified monomaniacal animation "experts" with names like "Brett," "Tyro," and "Claudia." They scramble. The result is a headache-inducing, mass-pandering film desperate to connect with the youth demographic.

This presentation style direction is in direct contrast to Cartoon Network's recent introduction of smart, hipster millennial writer-driven character-based films, whereas CN at least makes an effort to nurture bright ideas from the next generation of talent, and whereas Nick's films are more about the next generation, they are more about the next generation. Whereas Nick hopes to distract from rebooted ideas and stale concepts with quick cuts, dubstep ducks, and rectum-focused gags.

After all, Nickelodeon will have a hard time selling this collection of spin-offs, adaptations, and desperate grabs in an honest and straightforward manner. Alongside CN shows like Steven Universe and Uncle Grandpa, it's hard to compete with something like Rabbids Invasion, which began as a geeky, nonsensical video game.

Nick's management continues to struggle, unable to find a clear creative path that will differentiate it from its competitors. Only a few years ago, Cartoon Network was in a similar situation, but Nick's stumbling has continued for more than a decade. Promos like this are a sign of the network's inability to launch shows that connect with its own following, and explain more than anything why the entire network is built on one decade-and-a-half old series, as evidenced by the recent ratings: