MTV Networks International (MTVNI) and Arab Media Group (AMG), the largest media group in the United Arab Emirates, have announced the upcoming launch of Nickelodeon Arabia. The 24-hour Arabic-language free-to-air channel will broadcast via satellite to 36 million TV households, including key advertising markets Saudi Arabia, Egypt, Lebanon and the United Arab Emirates.
Nickelodeon will be the first global kids' media brand to create a free-to-air Arabic service across the region. The channel will fall under the umbrella of Arabian Television Network (ATN), AMG's TV broadcasting arm that also incorporates the soon-to-launch MTV Arabia and three other stations that will launch before the end of 2007.
Programming will include a mix of international content from Nickelodeon's extensive global portfolio and original local Arabic productions. The channel will be supported by an Arabic website that will provide users with a comprehensive online community and a wide range of interactive elements.
The partnership between AMG and MTVNI Emerging Markets signals the next step in establishing a multi-brand, multi-platform MTVNI portfolio across the Middle East. MTV Arabia, the region's first and only youth lifestyle brand, is set to launch next month in partnership with AMG. The fully localized, free-to-air channel will showcase both international and Arabic music as well as a balanced mix of international MTV content, Arabic productions of popular MTV formats and local original programming concepts. Discussions are also currently under way regarding consumer products, recreation and digital rights opportunities in the region.
MTVNI's Emerging Markets is the fastest-growing region in the company's portfolio of multi-platform businesses. The Emerging Markets group manages 21 television channels, 19 websites, two broadband channels and three mobile TV channels encompassing the MTV, VH1, Nickelodeon, VIVA and Comedy Central brands in Russia, Central & Eastern Europe, Central Asia and the Middle East. MTVNI is owned by Viacom Inc (NYSE: VIA, VIA.B).
The launch of Nickelodeon Arabia follows the recently announced agreement between Al Ahli Group and Nickelodeon to ink a long-term partnership that will add Nickelodeon and its hit properties, such as SPONGEBOB SQUAREPANTS, DORA THE EXPLORER and DIEGO, to the giant Al Ahli Park development in Dubai.
