BEIJING (AdAgeChina.com) -- Viacom's MTV Networks division has partnered with China Central Television (CCTV) to launch a Nickelodeon-branded web site for Chinese kids at nick.cctv.com.
The advertiser-supported site offers streaming, on-demand, and interactive broadcasting of video programming such as the "SpongeBob SquarePants" series, which currently airs on CCTV, as well as online games and wallpapers. Nick.cctv.com will be promoted to a television audience of over 300 million households on CCTV1 and 250 million households on children's channel CCTV14.
Later this year, episodes of Nickelodeon's pre-school property "Dora the Explorer" and content based upon other Nickelodeon properties like "CatDog" will be featured on the site.
The web site will "build upon that success for Nickelodeon properties [such as "SpongeBob SquarePants"] in the online environment," said Mei Yan, managing director, China at MTV Networks in Beijing.
The web platform is a milestone for foreign broadcasters, as MTV Networks as the first international broadcaster to provide officially sanctioned online video content in China.
From November 2009 to January 2010, "SpongeBob SquarePants" was the third-highest rated program on CCTV1, attracting an audience of more than 12.2 million viewers and an 9.24 share of viewers 4-14, according to CSM Media Research. MTV also partners with China's national broadcaster on the "Nickelodeon Kids Choice Honors," which is produced in partnership with CCTV and broadcast to more than 300 million homes.
Return to the Ad Age China home page.