Localise content or perish. Nickelodeon Asia seems to be following on the dictum with yesterday's unveiling of the first show it has produced specifically for Asian audiences - Gruff's Groove Box.

Gruff's Groove Box debuts on Indian television on 5 November. Launched as a four-episode Nickelodeon Special, it will be aired for half an hour every Monday and Wednesday at 6.00 pm and on Saturday at 5.30 pm.

The kid-centric style Gruff's Groove Box programme features an interactive claymation dog who will play his and children's favourite music video, read mails that the show receives from kids and will also interview celebrities.

Nickelodeon Australia's brainchild Gruff was pick up by Nick Asia and adapted to suit the taste of Asians. Gruff, a Blue Heeler (a cattle dog native to Australia) also has back-up of his in-house band, Kitty Litter, and will be broadcasting from his own studio, the Kennel Club.