• by Wayne Friedman , September 10, 2007

For one day this month, major TV kids' advertisers will have to hit the play yard to get to their intended target--that's because Nickelodeon will go dark.

As part of its effort to fight obesity, Nickelodeon, as well as its other TV and digital platforms, will turn off the TV lights on September 29 from noon to 3 p.m., as part of a promotion to get kids to exercise and play outside.

The promotion is part of its fourth annual "Worldwide Day of Play" to help fight child obesity.

While Nickelodeon and, Nicktoons, Nick GAS, and Nick.com, won't have programming--at least on its TV airwaves--it will run a background reel telling kids to go outside and play.

At the end of its self-imposed programming blackout, Nickelodeon will air the finale of its ongoing series, "Let's Just Play," a show following the weight loss efforts of two teenagers.

Nickelodeon says because of their ongoing efforts almost 1 million kids have pledged to lead healthier lives through its "Go Healthy Challenge" marketing effort.