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“We want our brand to be as ubiquitous as possible, and we know that kids consume in so many different ways on so many different platforms,” Robbins explains.
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“Kamp Koral,” which will debut on the streaming hub initially, will be made available on linear Nickelodeon once its first season has streamed on the video hub. “Patrick Star” will debut on traditional Nickelodeon, and then move to Paramount Plus.
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Robbins didn’t hint as to whether Sandy Cheeks or Squidward might be next to get the spotlight, but there is a larger strategy behind expanding the series beyond the immediate vicinity of the pineapple under the sea that serves as the title character’s base of operations. “Over the arc of the series, he tries to be a good person, even in those moments where he is not his best self.” “I have always seen SpongeBob as sort of an Elmo - a character so loveable and sweet and wants to be a good friend,” says Sherri Hope Culver, a professor who specializes in children’s media at Temple University and directs its Center for Media and Information Literacy. And, as is the case with other cartoon characters like Bugs Bunny, Daffy Duck or The Simpsons, there are enough subversive elements in the series to give adults something to think about when they watch with kids. His antics are clearly for children, but his longevity likely means their mothers and fathers are familiar with him. SpongeBob has appeal for several generations. Nickelodeon saw its average audience between 6 and 11 fall by 36% in 2020, according to figures from Nielsen, while Cartoon Network’s viewership in that category was off by 37% and Disney Channel’s tumbled 34%. The move to streaming has also crimped traditional kids’ viewership. The new entertainment hub is a signature strategy of the company under CEO Bob Bakish, and content from Nickelodeon, one of the conglomerate’s largest units, can play a pivotal role not only in luring younger viewers, but also their parents, who must agree to spend the money necessary to stay with the service.
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Strategists at ViacomCBS are betting that the famous cartoon character will have an easier time of convincing his followers to subscribe to Paramount Plus - and stick around for other offerings. It’s kind of endless when you think about the cast.”
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I think you’ll see more shows like ‘Patrick,’ and some other characters, and some different live stuff. “You’ll see movies with spinoff characters.
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“There is seemingly an endless amount of stories with this franchise,” he says of SpongeBob, whose escapades have been shown on TV since 1999. The entire library of the original show is also available on the subscription service. On Thursday, a new spin-off series, “Kamp Koral: SpongeBob’s Under Years” is debuting on ViacomCBS’ new Paramount Plus streaming hub, along with a movie, “Sponge On The Run.” Nickelodeon has ordered another 13 episodes of “Koral,” bringing the total to 26.
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Patrick isn’t the first SpongeBob confrere to get a new spotlight.