Halo Hovers Over Two Nets10/31/2011 12:01 AM Eastern
Nickelodeon will shine a brighter light on
its Halo Awards show by airing the show both on Nick at
Nite and on TeenNick.
The third annual Halo
Awards, which pair up
four everyday kids doing
extraordinary things in
their communities with
celebrities who hold the
same passion for serving
others, will air Nov.
6 in primetime on Nick
at Nite, Marjorie Cohen,
president of original
development for Nickelodeon,
said. Lady Gaga,
David Beckham, Jessica
Biel and Taylor Swift
will appear with their
respective teen honoree
on the show, which for
the first time was taped
in front of a live audience
on Oct. 26.
HOPING FOR BOOST
Halo Awards host and producer Nick Cannon visited
awardees during the first two years of the telecast on Teen-
Nick, which drew relatively decent ratings. The show averaged
1.5 million in 2010 and 1.1 million viewers last year in
Nick’s key demographic of 12-to-17-year-olds.
While Cohen would not project how many viewers the
show will generate, she did say the awards show should get
a viewership boost from its move to Nick at Nite. The show
will have a Nov. 7 encore airing on TeenNick.
“We wanted to give it a bigger platform — we made the
show bigger, and we’re doing it live-to-tape with an audience,”
she said. “We feel like it’s a show families would enjoy
watching, as well as teens.”
Along with the aforementioned celebrities, other performers
slated to appear on the telecast include Mary J.
Blige, Jason Derulo, Heidi Klum, Serena Williams, Stephen
Moyer, Victoria Justice and Ariel Winter.
Cohen said the celebrities get as much out of the awards
presentation the honorees do.
“There’s something about seeing a kid and the impact on
the life of a kid,” Cohen said. “It’s very inspirational for the
kids, and I think [celebrities] find common ground with
the kids — it’s incredibly special.”
The network was also able to secure several blue-chip
sponsors for the Halo Awards, including Chevrolet, Dove,
General Mills Reese’s Puffs cereal, Procter & Gamble and
Online, the TeenNick Halo Awards dedicated site will
include behind-the-scenes footage and exclusive interviews
with the Halo honorees, along with quizzes, photo
galleries and a new “Who Inspires You?” ranking
game, network officials said. Content will also be available
via TeenNick’s social media channels and will roll out
throughout the month of October and in the week leading
up to the event.
In addition, Nickelodeon has launched a partnership
with online charity organization DonorsChoose.
org, which will turn a user’s TeenNick.com online activity
with the Halo Awards into DonorsChoose.org donations.
Users accessing content from the awards show will
earn points that are redeemable for DonorsChoose.org gift
codes, which they can use to help fund project requests
from high-need public-school classrooms across the country,
the network said.
BAIO IN CHARGE
In other Nick at Nite news, the network last week ordered
its first-ever original scripted, live-action comedy
pilot, Daddy’s Home, starring Scott Baio, star of the sitcoms
Charles In Charge and Happy Days. In the multiplecamera,
half-hour pilot, Baio’s actor character David
Hobbs decides to become a stay-at-home father to honor
the deal he made with his soap star wife so that she may
return to the limelight.
“Scott Baio is an actor known and beloved by today’s
Nick at Nite viewers, many of whom are parents,” said
Cohn. “His new project will put a contemporary and comedic
twist on parenthood that will make for a great addition
to our existing slate of family programming.”