Digital | Mar 9, 2015

Keith Dawkins, Nickelodeon Network

Engaging a younger audience

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Keith Dawkins has been Senior Vice President of Programming Partnerships of Nickelodeon Networks, Inc. since November 2007. He is responsible for forging new creative partnerships and co-productions with non-traditional programming partners, while overseeing the international and domestic acquisitions of series, films, and short-form programming for both Nickelodeon and Nicktoons Network. Under Mr. Dawkins’ leadership, Nicktoons Network has hit the distribution milestone of 50 million households. The network also became ad-supported, in 2005, and now stands as the fastest growing kid’s network in the marketplace in the last two years. In his new, expanded position, Keith continues to oversee the daily operations of Nicktoons Network as its GM, as well as secure creative content deals, funding opportunities and partnerships with companies within the toy, gaming, digital, and movie studio industries. Prior to Nickelodeon, Mr. Dawkins served as Producer for Fox News Channel and as a Supervising Producer at VH1.

In this interview, Keith reveals to Leaders:

  • How Nickelodeon Networks look to engage a younger audience
  • The pro’s and con’s of children viewing content on multiple devices
  • Whether to aim to engage with the parent or child
  • The importance of researching their audience
  • Have there been changes to consumer behaviour through generations?

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