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DTH News : Nick's 'Play Life' Research Indicates only 25% kids play outdoors on a daily basis
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MUMBAI: It is said that playing is a basic right of every child. Would you then believe it if a research indicated that the biggest barriers to play are the parents themselves? 39% kids are not active outdoors. Infact, Outdoor Play is 3rd last on the list of daily activities for kids. Against 7.2 hours of studies, kids played outdoors just 36 mins on an average weekday.

These are just some of the findings from the 6-city research – ‘Play Life’ undertaken by Nickelodeon, India’s leading kids’ entertainment channel. As a part of Nestle Milky Bar powers ‘Nickelodeon Let’s Just Play’ co-powered by Surf Excel, a movement that inspires kids to lead an active, healthy lifestyle through the spirit of play; this research will help the channel to understand the play patterns of kids and barriers to outdoor play. With the insights from the research, Nickelodeon hopes to bring about a change in the mindset of parents, teachers and other authority that influence the play habits of kids. Nickelodeon urges them to take notice and realize the negative impact of inactive life on children. ‘Let’s Just Play’ will drive home the messaging muc stronger this year not only to kids but their parents as well and encourage them to step out and get active.

Nina Elavia Jaipuria, Sr. Vice President & General Manager, Nickelodeon India, said “The ‘Play Life’ Research has been an eye opener and has thrown up some startling insights. Outdoor play is clearly deprioritised in a kid’s life today. Through Let’s Just Play our world-wide movement, the endeavor at Nickelodeon will be to bring about an attitudinal change in the minds of parents, kids and the key stake holders who influence a child’s life into prioritizing outdoor play. Our effort would be to make outdoor play an important daily habit no matter what it takes; whether it is through sensitizing the key influencers to this burning issue or by restoring playgrounds where kids can play safely.”

Source: Indiantelevision.com

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