Kids in China will soon be introduced to The Wild Thornberrys and CatDog, the first Nickelodeon cartoons to be offered to the potential audience of 386 million TV-viewing households. China Central Television (CCTV) will air one and a half hours of the series daily and will also partner with Nickelodeon this year to co-produce China’s first awards show for kids.
The partnership follows the breakthrough launch of MTV as the first 24-hour channel in China, and is part of a raft of deals struck between Viacom’s MTV Networks Int’l and Chinese broadcast entities. A joint venture with Shanghai Media Group will produce Chinese-language kids and youth programming for distribution to SMG’s channels.
Viacom Chairman and CEO Sumner R. Redstone comments, "The groundbreaking partnership with Shanghai Media Group not only significantly expands our position in Shanghai, but also paves the way for us to expand the distribution of our 24-hour MTV China channel and pursue expansion in other areas such as children’s educational programming." He goes on to note, "The agreements with CCTV significantly advance Nickelodeon’s business, bringing its signature animation to TV audiences throughout China for the first time and introducing Nickelodeon’s successful global franchise Kids Choice Awards."