For Nick, trying to stay on top

Over the past two years, Nickelodeon has poured huge amounts of money into developing new programming, hoping to stem the ratings declines that saw the network drop behind Disney Channel in its target kids 2-11 for the first time ever.

The strategy appears to have worked. During fourth quarter of last year, Nick regained its lead, and so the network will stick with that same strategy, pumping out a larger number of original shows, to keep the edge.

At today’s upfront presentation, Nick introduced three new live-action comedies, three new animated shows and four new preschool programs, in addition to renewing six veteran programs and introducing a new special, a sports-themed version of the hugely popular “Kids’ Choice Awards.”

The idea behind the huge push on originals is to keep kids’ attention, at a time when they’re apt to wander off to new media.

Analysts have blamed some of Nick’s declines on children watching repeats of “SpongeBob SquarePants” and “Dora the Explorer” on Netflix and other streaming video sites rather than catching them on TV, because they could pick which episode they wanted to watch and control when they watched them.

Nick responded by airing fewer repeats and offering more new stuff to get kids’ attention.

A lot of it has worked. “Paw Patrol,” a new cartoon, is now the No. 1 show among kids 2-5, and “Sam & Kat,” a spinoff of “iCarly” and “Victorious,” was the No. 1 show among kids 6-11 in February.

Some of it has not. Last summer the network canceled the live-action series “Wendell & Vinnie” after just one season.

But Nick’s ratings have stabilized. After falling behind Disney Channel in 2012, the network finished ahead in fourth quarter in 2-11s and has maintained that lead into 2014, averaging 1.01 million in total-day during February, 30 percent ahead of Disney. (Disney did lead in 6-11s.)

For the 2014-’15 season, Nick has another new show on tap from producer Dan Schneider (“iCarly,” “Victorious”). “Henry Danger” follows a 13-year-old boy who becomes a superhero’s sidekick.

The two other live-action comedies are “Bella and the Bullfrogs,” about a cheerleader turned football player, and “Nick, Ricky, Dicky & Dawn,” about a group of quadruplets.

The new animated series are “Bad Seeds,” “Pig Goat Banana Cricket” and “Welcome to the Wayne.”

Nick has also slated a new special, “Kids’ Choice Sports 2014,” essentially the sports version of its long-running “Kids’ Choice Awards.” It will air July 17 and be hosted by former NFL player Michael Strahan.

And Nick Jr. has new shows “Shimmer & Shine,” “Fresh Beat Band Spies,” “Blaze and the Monster Machines” and “Dora and Friends: Into the City!” on tap for preschoolers.

In addition to the new shows, Nickelodeon renewed “SpongeBob,” “Teenage Mutant Ninja Turtles,” “Sanjay and Craig,” “The Fairly OddParents,” “Breadwinners” and “Rabbids.”

The network is also rolling out a new ad-supported app for Nick Jr. that will allow people who subscribe to Nickelodeon through a pay cable provider to access a Nick Jr. live stream or video on demand.

The network already has a Nick app for older tablet users.

Tags: kids networks, kids tv, kids upfront, nick, nick upfront, nickelodeon, upfronts