Nick at Nite Lands in the U.K. & Ireland

LONDON: Nickelodeon UK & Ireland has launched Nick at Nite, a new programming block geared toward viewers between the ages of 11 and 15.

Airing weeknights at 7 p.m., Nick at Nite uses graphic styles of social media and instant messaging to reflect the world of its target audience. The block features The Scoop, a new daily editorial bulletin produced in-house by the Nickelodeon UK Creative team. Each 90-second installment covers celebrity, music and entertainment news, as well as style and trend stories. Additional programming includes Neighbours, The Middle, See Dad Run, Instant Mom and True Jackson VP.

“Nick at Nite gives us a huge opportunity to reach older audiences that have felt underserved by the current offering on kids’ networks,” said Alison Bakunowich, the general manager of Nickelodeon UK & Ireland. “From the programming on offer, to the vibrant brand identity, we hope that Nick at Nite will become a destination for tweens and teens, offering them a compelling schedule that reflects their experience and interests.”