MTV Networks International and Arab Media Group have expanded a long-term partnership to launch Nickelodeon Arabia, a localised Arabic language free-to-air channel dedicated exclusively to kids across the Middle East.
The deal means that Nickelodeon will be the first global kids' media brand to create such a service across the region, while being respectful and reflective of local culture and values.
The channel will fall under the umbrella of Arabian Television Network, AMG's TV broadcasting arm, which also incorporates the soon-to-launch MTV Arabia and three other stations that will launch before the end of the year.
The 24-hour channel will broadcast via satellite to 36 million TV households, with a potential audience of 190 million people across the region, including key markets Saudi Arabia, Egypt, Lebanon and United Arab Emirates.
Programming will include a mix of international content from Nickelodeon's portfolio and original local Arabic productions.
"The launch of Nickelodeon Arabia is a part of our wider, ongoing multi-platform strategy encompassing consumer products, digital media, hotels and theme parks, which we hope will establish Nickelodeon as the premier destination for kids in the region," said Bhavneet Singh, MD, emerging markets group, MTVNI.