Who Created Nickelodeon?

Growing up, I can’t count how many times Nickelodeon was my go-to channel for fun and entertainment. Little did I know that this beloved network has an intriguing origin story. From its birth to now, it’s been under various ownerships, but it all started with a single visionary.

The name “Nickelodeon” itself is a nod to early 20th-century venues called nickelodems, where movies were screened for just a nickel. This innovative concept was the brainchild of an educator who sought to create a cable network dedicated solely to kids. From that modest spark emerged a titan in the entertainment industry, responsible for some of the most iconic cartoons and children’s shows ever made.

But how did such a simple idea grow into a cultural phenomenon that shaped countless young minds? And who was the ingenious soul behind Nickelodeon? Let me tell you more about its fascinating history.

Nickelodeon’s roots can be traced back to an early cable system called QUBE

Nickelodeon was born in the 1970s, with educator and researcher Dr. Vivian Horner playing a pivotal role. At that time, she was the director of research for the PBS series “The Electric Company.” In 1977, she developed what is now considered the first Nickelodeon program, titled “Pinwheel.” This show was set in a pinwheel-themed Victorian boarding house filled with a blend of puppets and humans. They performed skits and songs primarily for preschoolers. The debut of “Pinwheel” took place on QUBE, an early cable system based in Ohio that provided 10 channels, one of which exclusively broadcasted “Pinwheel.” The show’s success prompted Horner to envision a national television channel dedicated solely to such content.

1979 marked the beginning of Nickelodeon’s journey on Warner Cable franchises, with “Pinwheel” being its inaugural show on April 1st. The network debuted with the slogan: “At Last. Children’s Programming That’s Fit For Children.” In an interview with The New York Times prior to launch, Geraldine Layne Horner explained the unique aspects of Nickelodeon. She said, “This is not like typical television content. The pace is different, slower, more relaxed. There’s none of the constant action required by commercial broadcasters. The programming consists of a variety of materials of varying lengths, so that it doesn’t start or end on the hour. I think of it as an electronic playground where children can visit whenever they please.

Who came up with the name Nickelodeon?

During her role as executive producer on “Pinwheel”, Dr. Vivian Horner benefited significantly from the contributions of a key collaborator, Sandy Kavanaugh. Beyond serving as a producer on “Pinwheel”, Kavanaugh rose to become Nickelodeon’s inaugural director of programming. In an interview for the 2013 book “Slimed! An Oral History of Nickelodeon’s Golden Age”, Kavanaugh disclosed that she was responsible for coining the name of the renowned network, which is now synonymous with its legacy.

Kavanaugh stated that Vivian Horner asked him to generate various name suggestions for the network. Everyone found it challenging to decide on a name. Nickelodeon was my preferred choice from the list I provided. Many of the other names we considered were unappealing… I wasn’t particularly fond of ‘Nickelodeon.’ It had a playful sound, though, and was somewhat whimsical.

Joe Iozzi, who served as a creative consultant at the advertising agency responsible for Nickelodeon’s branding, mentioned that Kavanaugh wasn’t the sole individual asked to propose names for the network. Instead, they presented around 150 potential names to choose from. Two names that didn’t make the cut were The Savoy Channel and The Rainbow Network. Iozzi acknowledged that Kavanaugh’s suggestion had a pleasing sound, as it was easy to pronounce with a smooth flow, he further explained.

Iozzi designed the initial Nickelodeon logo, which showcases a gentleman from the past wearing a bowler hat and gazing into a Nickelodeon device with an arm poised to crank it. Remarkably, this wasn’t the intended final design; instead, he had envisioned a small boy standing on a stool, wearing an English cap and peering into the Nickelodeon. Due to time constraints, however, he never had the chance to revise the original logo as planned.

The 1980s saw Nickelodeon change its focus from education to entertainment

1981 marked the debut of Nickelodeon’s initial blockbuster hit and its entrance into popular culture, as it started broadcasting the Canadian series “You Can’t Do That on Television.” Known for its crude humor, especially its penchant for dumping green-dyed oatmeal on any child who said “I don’t know,” this show helped establish Nickelodeon’s unique identity. The iconic green slime from the show was soon integrated into Nickelodeon’s brand. Although educational content remained a part of their programming, Nickelodeon started evolving its identity. In 1983, Dr. Vivian Horner departed from the network, paving the way for a new phase. Under the leadership of Geraldine Laybourne, Nickelodeon began integrating more entertainment-focused programs along with educational ones.

A significant aspect of Laybourne’s plan was to cater to an older demographic. As she stated in 1984 to The New York Times, “Our early success came from pre-schoolers, where the adults are in control.” However, she noted that children began to view Nickelodeon as not just a ‘baby channel.’ Over the past few seasons, the network has shifted more towards focusing on 8- to 12-year-olds. As Horner pointed out, Nickelodeon’s success in children’s entertainment can be attributed largely to Laybourne. In the words of its founder (via Forbes), “Nickelodeon has an attitude, like Angelica from ‘Rugrats.'” Although he appreciates this, he personally prefers softer programming and wonders if he could have achieved such a massive success with Nickelodeon.

A major rebranding took place in the mid-80s

During this period, Nickelodeon shifted significantly towards entertainment instead of education, but that wasn’t the only major transformation happening. At the time, both Nickelodeon and MTV were under the management of Warner-Amex (a conglomerate formed by American Express’s acquisition of 50% of Warner Cable). To streamline its holdings, Warner-Amex established a new subsidiary called MTV Networks. This newly formed entity became Nickelodeon’s new parent company.

1984 marked a significant transformation for Nickelodeon, introducing its well-known splat logo for the first time. Shows such as “Double Dare,” “You Can’t Do That on Television,” and “Mr. Wizard’s World” attracted children from toddlers to those approaching MTV age. This shift in programming helped Nickelodeon regain its popularity. Additionally, in 1984, the network started airing commercials, a decision that was initially met with controversy but later became common practice among kid-friendly networks.

In no time, I found myself pondering over the evening hours on Nickelodeon, as The Star Network took hold, transforming into The Movie Channel. When they decided to make The Movie Channel a 24/7 channel, it left an empty slot that was later filled by Alpha Repertory Television Service, eventually evolving into A&E Network. And just like that, they too birthed their own specialized network. Once again, I found myself in search of engaging content to fill the nighttime programming block on Nickelodeon.

The concept of re-airing classic TV episodes with added features like bumpers, ads, and promotional stunts originated from MTV media experts Fred Seibert and Alan Goodman. This idea led to the creation of Nick at Nite on July 1, 1985, which has since grown into a widely recognized television channel still in operation today. Upon its debut, the network quickly gained popularity among both children and their parents, making it a trendy destination for entertainment.

Viacom takes the reins

In 1985, Warner Communications Inc. elected to repurchase the half-ownership it had previously offloaded to American Express in 1979. With MTV Networks going public and change on the horizon, it was soon disclosed that 31% of the company had been acquired by Viacom, marking just the start – Viacom executives were eager for the remaining 69%, and by March 1986, they achieved their goal. The sale to Viacom signaled a massive growth period for Nickelodeon that would continue for decades. The Nickelodeon Kids’ Choice Awards debuted in 1988, and by then, the channel’s morning programming block, designed for young children, had been rebranded as Nick Jr.

Starting from six in the morning until about two in the afternoon, children’s programming was broadcast on the network. Afterward, shows suitable for families and older kids began airing. At 9:00PM, Nick at Nite took over. In 1989, Geraldine Laybourne was recognized for her significant contribution to the network’s rapid success by being appointed as the president of Nickelodeon. With its innovative head in place and a successful lineup of shows, Nickelodeon established Nickelodeon Studios at Universal Studios in Florida in 1990. Here, it launched its first scripted programming and started venturing into the movie industry.

Nicktoons and the golden age of Nickelodeon

1991 marked the earnest start of Nickelodeon’s golden era, as it introduced its first three original animated series: “Doug,” “Rugrats,” and “The Ren & Stimpy Show.” These shows have been hailed among Nickelodeon’s finest productions. Previously, the network had avoided creating its own cartoons due to high production costs. However, in 1991, it was deemed a calculated risk worth taking, and it proved successful, with all three shows gaining widespread popularity. “Nicktoons,” as they were known, were the brainchild of Vanessa Coffey, the Nickelodeon executive who made it her mission to bring the network’s dream of producing original cartoons to life.

Coffey shared with Entertainment Weekly, “I essentially began my hunt for new ideas. I requested sketches from animators: ‘I need rough ideas, concepts. The more unrefined, the better.’ Nickelodeon granted me an hour and a half to fill as a programming block. My vision — and Nickelodeon’s agreement — was to explore whatever I desired. I didn’t want a uniform aesthetic like Disney. Instead, I intentionally sought and yearned for three projects that would look entirely distinct.

In no time at all, live-action programs were given the go-ahead to air (with “Clarissa Explains It All” serving as the lead show on SNICK, the network’s evening programming block), and cinematic adaptations quickly followed suit. In 1996, Nickelodeon made its cinematic debut with an adaptation of Louise Fitzhugh’s novel “Harriet the Spy,” featuring Michelle Trachtenberg and Rosie O’Donnell. “The Rugrats Movie” (which contained elements only adults would appreciate) and “Doug’s 1st Movie” premiered in 1998 and 1999, respectively, marking the end of the decade.

Viacom and CBS split up, leaving Nickelodeon on the ropes

As the new millennium drew near, Nickelodeon introduced one of its most famous shows ever: “SpongeBob SquarePants”. This groundbreaking show made its debut on May 1, 1999, a significant day for Nickelodeon. Not long after, an important event took place: the highly anticipated merger of Viacom, Nickelodeon’s owner, and CBS was announced at a press conference on September 7, 1999. According to Variety, this merger put the combined value of Viacom/CBS at $80 billion. However, this initial merger only lasted five years, as Viacom’s Sumner Redstone decided to separate Viacom and CBS again in 2005.

The initial sign of potential struggle for Nickelodeon emerged when their studio shut down in 2005. In January of the subsequent year, Herb Scannell, who was then president, resigned and was succeeded by Cyma Zarghami, who took charge of Viacom’s newly established Kids & Family Group (which encompassed Nickelodeon, Nick at Nite, Nick Jr., TeenNick, and Nicktoons). Later in 2006, Zarghami brokered a deal with DreamWorks, enabling Nickelodeon to produce TV shows based on their films.

2008 marked the debut of “The Penguins of Madagascar” on TV, and “Kung Fu Panda: Legends of Awesomeness” joined it in 2011. At this stage, Nickelodeon’s long-standing dominance in the children’s market started to show signs of significant decline. The drop in ratings was so severe that Viacom CEO Philippe Dauman initiated an investigation. In a surprising turn of events, the Disney Channel overtook Nickelodeon in the ratings in 2012, ending its 17-year winning streak.

Viacaom and CBS get back together, but Nickelodeon’s future is far from certain

2018 marked my departure from Nickelodeon after a 12-year tenure as president, making room for Brian Robbins, a seasoned writer and producer who had previously worked at Paramount Players. This move signified the beginning of significant changes within Nickelodeon. Towards the end of 2019, Viacom and CBS merged once again to form ViacomCBS, now known as Paramount Global. With renewed vigor, Nickelodeon expressed its ambition to reclaim its throne with a fresh, more contemporary lineup.

Robbins shared that Nickelodeon is paying close attention to what kids prefer nowadays and creating a diverse range of shows accordingly. They’re collaborating with fresh talent and producers, aiming to reinvigorate Nickelodeon with a burst of innovative ideas. Today’s kids are the ones programming their own content, so Nickelodeon is working swiftly to adapt its TV content creation skills to the various new platforms where kids are spending their time.

Thanks to streaming services, the scenery in the entertainment industry has significantly changed. This is why Nickelodeon partnered with Netflix in 2019, producing shows featuring their characters, as both companies aim to rival Disney+. However, it’s important to note that the future of Nickelodeon may not be as stable as it once was, according to a 2024 report by The Hollywood Reporter which indicated that traditional cable channels like MTV, Comedy Central, Nickelodeon, and BET are no longer the industry’s top focus.

nickelodeon established itself as a familiar brand in children’s entertainment by always staying one step ahead. To remain current in today’s streaming age, it must adapt again. Will it be able to transform anew and reclaim its throne? The future will provide the answer.

2025-01-13 00:30