Dubai-based MBC Group has signed a multi-platform deal with MTV Networks International (MTVNI), a unit of Viacom, for the TV, digital media and consumer product rights of Nickelodeon’s portfolio of hit content in the Middle East.

A leading pan-Arab, free-to-air satellite broadcasting company, MBC said as part of the agreement, MTVNI will grant the exclusive rights to develop consumer product programmes around hit Nickelodeon properties, Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! in the Middle East.

The key categories include home furnishing, stationery, apparel, toys, publishing, personal care and fashion accessories and product is expected to roll out from early 2011, said a company statement.

'Kids and families can now tune in to MBC 3, the premier kids’ and family edutainment channel in the Middle East, and watch ‘Nickelodeon on 3’, a dedicated branded block showcasing the very best live-action and animated content from Nickelodeon’s extensive portfolio.'

'The branded block will air every weekday afternoon and will include smash hit series SpongeBob SquarePants, Fanboy and Chum Chum and My Life as a Teenage Robot at launch, localised in Arabic. An additional branded block dedicated to Nickelodeon’s award-winning preschool programmes will also launch on MBC 3 in January 2011.'

‘Nickelodeon on 3’ will be supported online through a dedicated Nickelodeon microsite, which will provide fans with a raft of full length episodes, character games and more.

Bhavneet Singh, managing director and executive vice president, Emerging Markets, MTVNI said, “Nickelodeon is one of the most widely distributed brands in the world that puts kids and families first and we’re proud to further establish the brand in the Middle East in partnership with MBC.'

'The Middle East is a dynamic, thriving market with vast growth opportunities and this multi-platform deal will allow us to really advance our wider, ongoing strategy to build an integrated offering, both on and off-air, which we hope will establish Nickelodeon as the premier destination for kids across the region,' he added.

Tim Riordan, group director of TV, MBC Group said: “We are delighted to announce this strategic deal with MTV Networks International that brings to life universal characters to our regional viewers and audiences.'

'This deal is the start of a very fruitful and integrated mutual agreement to ensure that the best of family content and viewing is brought to our loyal followers, being the leader in education and entertainment that connects with and stimulates the imagination of Arab kids,” he added.-TradeArabia News Service