Nickelodeon goes multi-platform in Africa - Licensing.biz

Nickelodeon goes multi-platform in Africa

Licensing drive kicks off this year, as channel reveals website and mobile TV plans.
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Just six months after launching a 24-hour Nickelodeon channel to more than 1.5 million subscribers across Southern Africa, MTV Networks International is now planning to expand the brand across multiple media platforms.

A dedicated Nickelodeon Africa website will launch later this month, featuring games, downloads, programming news and community areas. A mobile TV channel is also available via the Vodacom network in Nigeria, South Africa and Tanzania, which includes a range of Nickelodeon's most popular shows refreshed on a weekly basis.

Nickelodeon's brands are represented locally by Southern African licensing agency, Character Licensing & Marketing, which is working with MTVNI to roll out a consumer products programme for Spongebob Squarepants and Dora the Explorer this year.

The main focus for these will be on the toy, gift, apparel, housewares and home entertainment sectors.

"I have no doubt that Nickelodeon Africa will become the standout go-to destination for African kids of all ages both on and off-air," said Alex Okosi, senior VP and MD of MTV Networks Africa, part of MTVNI's Emerging Markets group. "We are really pleased with Nickelodeon Africa's performance, especially as the channel has only been on air for a relatively short time, and are confident that kids will be thrilled with our new offerings."

On a distribution front, Nickelodeon Africa will be expanding its reach in the territory and identifying new opportunities to place branded programming blocks on terrestrial broadcasters throughout the continent.

MTVNI's Emerging Markets Group is one of the fastest growing regions in the company's portfolio of multi-platform businesses.

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