Nickelodeon Arabia

World
Screen Weekly, August 14, 2008

COUNTRY: Pan-regional Middle East

LAUNCH
DATE: July 23, 2008

OWNERSHIP: Operated under a licensing agreement
between MTV Networks International (MTVNI) and TECOM Investments and its media
arm, Arab Media Group (AMG).

DISTRIBUTION: Free-to-air via Arabsat and Nilesat to
a potential audience of 190 million viewers in 36 million households.

DESCRIPTION: Extending the world-renowned brand
into the Middle Eastern market, Nickelodeon Arabia’s lineup includes a mix of
international content, dubbed or subtitled in Arabic, and original local
productions.

SENIOR
MANAGEMENT:

Managing
Director & Executive VP, Emerging Markets, MTVNI: Bhavneet Singh

VP,
Content, Nickelodeon, Emerging Markets: Alex Chien

CEO, Arab
Media Group:
Abdullatif Al Sayegh

Channel
Manager: Leila
Al-Maeena

PROGRAMMING
STRATEGY: As one of
the most widely distributed kids’ brands in the world, Nickelodeon’s entry into
the Middle East should come as no surprise. “The Middle East is a dynamic,
thriving market with vast growth opportunities,” says Bhavneet Singh, the
managing director and executive VP of emerging markets for MTVNI. The channel’s
launch is in fact part of the company’s wider, ongoing multiplatform strategy
that includes consumer products, digital media, hotels and theme parks for the
region, explains Singh.

Though the
brand is well known throughout the world, Nickelodeon Arabia is actually
carving a new niche in the market in the Middle East. “Nickelodeon is the first
global kids’ media brand to create a free-to-air Arabic-language service across
the region. As such, we are confident that we are bringing something unique to
the Middle East kids’ landscape and a brand that will become the go-to
destination for Arab children both on and off air.” The network is not only
pivotal for the country, but also for the brand as a whole, adds Singh, as it
is the 50th local channel to launch in the international network. “Adding the
voices of Arab children to our worldwide Nickelodeon family is a significant
milestone in the brand’s history and we’re proud to launch a service that’s
created just for them, reflecting who they are and what they want.”

Catered
specifically to its Arab audiences, the network has prepped a range of original
local productions, which Singh describes as “creative, inspiring and
aspirational shows that reflect local cultures, tastes and styles.” Shoof
Kids features
home-made videos from children, exploring a range of topics such as things as
they are being made, new inventions and performances like folklore dancing. The
series is presented by 7-year-old local host Wa’ad. Jumetna is Nickelodeon
Arabia’s Friday afternoon program block, which airs from 4 to 6 p.m. Regional
hosts Rani and Asalah introduce popular shows along with lots of games and
other surprises.

Arab children
can also enjoy hit international content from Nickelodeon’s animation portfolio
such as the preschool series Dora the Explorer, as well as SpongeBob SquarePants and Jimmy Neutron for older kids. Tween live-action
series like Drake and Josh and Unfabulous will also air alongside the infamous Nickelodeon Kids’ Choice
Awards. All of which
is dubbed or subtitled in Arabic.

“From an
international program perspective, we expect the likes of SpongeBob
SquarePants and Dora
the Explorer to be big
hits from the get go,” says Singh. “Both of these brands already have a great
following among kids across the Middle East. In terms of local productions, we
feel very positive about both of our original programs—Shoof Kids and Jumetna—which are fronted by Arab kids
from the United Arab Emirates, Lebanon and Egypt.”

The network
has yet to pick up any third-party content, but Singh says that it is “certainly
an approach we may consider in the future.”

WHAT’S NEW: Other future plans for the network
include content centered around Ramadan, which takes place in September. “We’ll
be adapting our programming grid to suit this religious time in the Islamic
calendar. Viewers can look forward to watching special, locally produced
programming,” to coincide with the observance.

While an
Arabic- and English-language website has been launched, providing a host of
Nickelodeon content and character games, MTVNI is also looking to explore other
digital media opportunities across the Middle East, including mobile and
broadband.

WEBSITE: www.nickarabia.net

—By
Kristin Brzoznowski