Nickelodeon's Young takes on strategy job

Young's promotion comes as the channel launches new series each month, including Chalkzone, about a boy and his magic chalk; live action game shows, Don't Bluff and Wild and Crazy Kids; and Scaredy Camp, a kids' reality show.

Music programming are also featured prominently in the line-up such as SoNick, which also offers viewers an interactive SMS platform.

More top-end attractions including Rugrats All Grown Up are scheduled for later this year.

Nickelodeon has also hired popular Phililippine DJ Noel de la Rosa to front a children's variety show.

Young said that the initiatives - including off-air events such as the screening party of the US Kids' Choice Awards in the Philippines and New Zealand which attracted more than 6,000 people - aim to continue to strengthen the channel's appeal in the eyes of its core target audience.

Young, who was most recently director of marketing and communications, will continue to oversee consumer, trade and affiliate marketing as well as brand and publicity initiatives in Asia.

However, she said that would assume more strategic responsibilities.

"My role also involves working with other departments at Nickelodeon, such as licensing and merchandising," said Young. She will continue to be based in Singapore.

Her appointment co-incided with two other senior promotions at Nickelodeon.

Richard Cunningham was named managing director at the children's channel, covering major markets such as Japan, India, Southeast Asia and New Zealand.

Cunningham, also based in Singapore, will continue as senior vice-president of MTV.

At the same time, Hitomi Nakagaki was promoted to account director, network development and marketing. Over the past two years, she was instrumental in guiding the channel's acquisition of important Japanese animation series.

Both Young and Tokyo-based Hitomi will report to Cunningham.