MTV Networks vice chairman Bill Roedy announced several new developments for its businesses in China, including a strategic partnership for digital music content with the world's second largest mobile player, China Mobile, and the premiere of locally produced animation and live-action programming created through its joint venture with the Shanghai Media Group (SMG) HAHA Nick. In addition, Roedy announced that MTV's 24-hour Chinese channel the only global brand with a 24-hour channel in the Guangdong Province launched to an additional 1.8 million TV households in Guangdong on April 20, bringing the 24-hour channel's total reach to 10 million TV households in China.
"Launching an MTV-branded service with China's leading mobile company and premiering the first content produced through our HAHA Nick joint venture with SMG are strategically significant developments for MTV's and Nickelodeon's positions in China," commented Roedy. "China has the creative talent to become one of the world's leading animation hubs, and HAHA Nick is tapping into the local industry to produce high quality programming that can be showcased in China and around the world."
Nickelodeon's joint venture with SMG, Shanghai HAHA Nick TV Production Co. Ltd. (HAHA Nick), will premiere programming on May 1, 2005, to 3.5 million TV households on SMG's Oriental Children's Channel, which will be re-branded HAHA. HAHA Nick, China's first co-production joint venture with an equity stake by a foreign-owned company, will also launch a Mandarin language website HAHANick.com. Targeting pre-schoolers to 14-year-old kids, HAHA Nick will consist of locally created content airing daily across three dayparts, totaling 25-hours per week. HAHA Nick plans to ramp up production to 50 hours of programming per week by year end, and will distribute all content produced by the joint venture via syndication to other channels in China and abroad. Programming includes HAHA NICK WEEKEND PLAY, a variety show with a live studio audience for 9 to 14-year-olds; two puppet-based shows for pre-schoolers LITTLE HAND OOBIE AND MAGIC CASTLE; and, SONICK, a tween lifestyle show featuring profiles of real kids' lives in Shanghai, along with kids' sports and music.
MTV Networks China md YiFei Li commented, "Nickelodeon and SMG share a vision of creating top quality, safe programming that's just for kids. HAHA Nick will capitalize on Nickelodeon's global success with kid-centric stories and characters, as well as SMG's strengths as a progressive leader in China's media industry."
The premiere of HAHA Nick follows the ratings success of Nickleodeon's programming on CCTV's dedicated children's channel, which reaches 120 million TV households nationally. The animated series CATDOG continues to be the #1 rated program on the channel, with its highest ratings among kids 4-9 in many cities such as Beijing (16.2 rating) and Hangzhou (21.7 rating), according to the most recent AC Neilsen data (Feb-April 2005). Today, a new series of Nickelodeon's animation THE WILD THORNBERRYS will also premiere on CCTV's children's channel. The last series of THE WILD THORNBERRYS followed CATDOG as the #2 rated show on CCTV's channel, with an average national share of 5.3 among kids 4-9 (Source: AC Neilsen).
Nicks Networks' current activities in China include:
* Co-production joint venture with Shanghai Media Group (HAHA Nick) to create kids content for SMG's cable channels and syndication to other channels within China and abroad.
* Syndication of Nickelodeon animated programming to CCTV's first dedicated children's channel, reaching 120 million TV households.
* Nickelodeon Asia 24-hour satellite channel in Hong Kong, launched in February 2004.
* DVD distribution of Mandarin language versions of Nickelodeon series through Shanghai Century Publishing, in China's first distribution deal involving a global kids brand.
MTV Networks International (MTVNI) includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, Paramount Comedy Channel, TMF (The Music Factory) and Game One. On a worldwide basis, the channels are seen in more than 416 million TV households in 165 countries and 18 languages via 102 locally programmed and operated TV channels and 90 websites. MTVNI also is responsible for all international program syndication and licensing activities for MTV, VH1, Nickelodeon and Comedy Central outside the United States.
Nickelodeon reaches more than 171 million TV households in the region with channels and programming blocks, including six 24-hour channels Nickelodeon Asia, Nickelodeon India, Nickelodeon Philippines, Nickelodeon Japan and Nickelodeon and Nick Jr Australia.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
