The New York Times looks into Nickelodeon’s attempt to win the hearts of the young with their new app. After research showed their target audience was more interested in fun and games than watching TV, the company that makes TV shows had some work to do. But outside the entertainment value, the app “has serious implications for its parent company, Viacom, and for the entire television distribution business”. Viacom (who owns cable channels such as MTV, Comedy Central, Spike, BET, and Nick) is making their first foray into allowing viewers to watch their content on devices other than a TV — well behind Disney, who have already made that leap. However, video is not the main draw of the app. “Nickelodeon’s strategy — based on extras rather than episodes — signals how Viacom may approach apps for its other cable channels… ‘This is a creative sandbox for kids but it’s also a creative sandbox for the company,’ said Steve Youngwood, Nickelodeon’s executive vice president for digital”. Lost Remote has an inside look at the app itself.