Middle East satellite broadcaster MBC has signed an exclusive multiplatform deal that brings a Nickelodeon branded block to its kids and entertainment channel MBC3. The agreement with MTV Networks International also covers digital media and consumer product rights in the Middle East.
“The Middle East is a dynamic, thriving market with vast growth opportunities and this multi-platform 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,” said Bhavneet Singh, managing director Emerging Markets, MTVNI.
Airing every weekday afternoon, Nickelodeon on 3 will include SpongeBob SquarePants, Fanboy and Chum Chum and My Life as a Teenage Robot, regionalised in Arabic. An additional branded block featuring Nickelodeon’s preschool programmes will also launch on MBC 3 in January 2011.
A dedicated Nickelodeon website will offer full-length episodes and character games. Consumer products featuring Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! and including home furnishing, stationery, clothing, toys, publishing, personal care and fashion accessories will launch early in 2011.