SpongeBob Phones It In

Kid cabler Nickelodeon and parent company Viacom have teamed with ROK Entertainment Group to make full-length episodes of the hit animated series, SpongeBob SquarePants available for cell phones via the ROK Player. The toon installments are encoded on DVC chips and are now rolling out in the U.K. for memory card-compatible phones.

The SpongeBob deal marks a first foray into children’s entertainment for ROK Player, which previously released DVC editions of The Shawshank Redemption and tunes from rock group Ministry of Sound. "Our previous releases have been well received by the media and customers have bought up all our stocks," says ROK Ent. chairmanJonathan Kendrick. "We expect these two-hour SpongeBob memory cards to do just as well,"

"Nickelodeon & Viacom Consumer Products is at the forefront of entertainment licensing and we are always eager to explore new ways of viewing and delivering our media content to consumers," comments Jean-Philippe Randisi, VP and managing director for Nickelodeon & Viacom Consumer Products EMEA.

The two DVC chips feature two hours of full-screen episodes and are selling for around 16.99 at retailers The Link and Choices Video. Online sales are being handled at www.rokplayer.com