Nickelodeon launches branded block in Middle East

MTV Networks International is to launch a Nickelodeon branded block on pan regional Arabian broadcaster MBC.

The international channel operator has struck a multiplatform deal with the free-to-air Middle Eastern network that will incorporate TV, digital media and consumer products.

MBC3 will initially launch an afternoon block with series including Spongebob SquarePants, Fanboy and Chum Chum and My Life As A Robot, followed by a preschool morning block in January 2011.

Bhavneet Singh, managing director and executive VP, emerging markets, MTV Networks International, said: “We’re proud to further establish the [Nickelodeon] brand in the Middle East. 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.”