Arab Media Group (AMG), the largest media group in the UAE, and MTV Networks International (MTVNI) have expanded their long-term partnership by launching Nickelodeon Arabia.

The new service is a localised, Arabic language free-to-air channel dedicated exclusively to kids across the Middle East.

With this agreement, Nickelodeon will be the first global kids' media brand to create a free-to-air Arabic service across the region, while being respectful and reflective of local culture and values, said an official spokesman.

The channel will fall under the umbrella of Arabian Television Network (ATN), AMG's TV broadcasting arm that also incorporates the soon-to-launch MTV Arabia and three other stations that will launch before the end of 2007.

The 24-hour channel - slated to launch in 2008 - will broadcast via satellite to 36 million TV households, with a potential audience of 190 million people across the region. Programming will include a mix of international content from Nickelodeon's extensive global portfolio and original local Arabic productions.

The channel will be supported by an Arabic website which will provide users with a comprehensive online community and a wide range of interactive elements. Nickelodeon is the most widely distributed kids' brand in the world, and has built a diverse global portfolio by creating and packaging multi-platform branded content dedicated to connecting with kids.- TradeArabia News Service