MTV Networks International and MBC Group, a pan-Arab, free-to-air satellite broadcasting company, have signed an exclusive multiplatform deal spanning TV, digital media and consumer product rights to Nickelodeon's portfolio of content in the Middle East.
MBC 3, a kids' and family channel, will air a dedicated branded block (Nickelodeon on 3) showcasing live-action and animated content. The block will broadcast every weekday afternoon and will include series such as "SpongeBob SquarePants," "Fanboy and Chum Chum" and "My Life as a Teenage Robot" at launch, localized in Arabic. An additional branded block dedicated to Nick's preschool programs will also launch in January 2011 on MBC 3.
As part of the agreement, MTVNI has granted MBC Group the exclusive rights to develop consumer product programs around Nick properties, including Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! in the Middle East. Key categories will include home furnishing, stationery, apparel, toys, publishing, personal care and fashion accessories. Product is expected to roll out in early 2011.
"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," says Bhavneet Singh, managing director and executive vice president of emerging markets at MTVNI. "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."