Nickelodeon Branded Block Set for Mideast

DUBAI/LONDON: A new deal between MBC Group and MTV Networks International will see a Nickelodeon programming block featured on MBC 3 across the Middle East.

The exclusive multiplatform deal covers TV, digital media and consumer products. MBC 3 will feature a dedicated a dedicated block, Nickelodeon on 3, with hits such as SpongeBob SquarePants, Fanboy and Chum Chum and My Life as a Teenage Robot localized in Arabic. An additional branded block will with preschool programming will launch on MBC 3 in January 2011. The block will be supported online with a Nickelodeon microsite. As part of the agreement, MTVNI has also granted MBC Group the exclusive rights to develop consumer product programs around the Nickelodeon properties Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! in the Middle East. Key categories include home furnishing, stationery, apparel, toys, publishing, personal care and fashion accessories and product is expected to roll out from early 2011.

Bhavneet Singh, the managing director and executive VP for emerging markets at MTVNI, commented: "Nickelodeon is one of the most widely distributed brands in the world that puts kids and families first and we’re proud to further establish the brand in the Middle East in partnership with MBC. The Middle East is a dynamic, thriving market with vast growth opportunities and this multiplatform deal will allow us to really advance our wider, ongoing strategy to build an integrated offering, both on- and off-air, which we hope will establish Nickelodeon as the premier destination for kids across the region."

Tim Riordan, the group director of TV at MBC Group, added: "We are delighted to announce this strategic deal with MTV Networks International that brings to life universal characters to our regional viewers and audiences. This deal is the start of a very fruitful and integrated mutual agreement to ensure that the best of family content and viewing is brought to our loyal followers, being the leader in education and entertainment that connects with and stimulates the imagination of Arab kids."