SpongeBob leaps forward in Chinese internet
Written by Rose Major
Sunday, 07 February 2010 04:38

MTV Networks has become the first international broadcaster to provide officially sanctioned online video content in China, with a new Nickelodeon online joint venture.

In collaboration with the internet arm of Chinese state broadcaster CCTV, MTV Networks China has launched nick.cctv.com, the first co-branded website to offer video streaming of Nickelodeon content to Chinese audiences.

The advertiser-supported site will launch with a variety of original Nickelodeon content including online games, wallpapers and episodes of SpongeBob SquarePants available for streaming. Later this year, episodes of Dora the Explorer and content based on other Nickelodeon properties including CatDog will be featured on the site.

Nick.cctv.com will be promoted to a television audience of over 300 million households on CCTV1 and 250 million households on children’s channel CCTV14.

SpongeBob SquarePants is already broadcast on CCTV1 and CCTV14. From November 2009 to January 2010, the show was the third highest rated programme on CCTV1, attracting an audience of more than 12.2 million viewers and an 9.24 share of viewers aged 4-14 according to CSM Media Research.

Mei Yan, Managing Director of MTV Networks China, said: “The co-branded site will allow on-demand access to a range of Nickelodeon content including video streaming of our biggest hits, marking a historic first for an international broadcaster in China. As one of the world's leading kid’s entertainment brands, we will work closely with CCTV.com to make this platform a fun and interactive way for Chinese audiences to engage with Nickelodeon.”

Wang Wenbin, General Manager of CCTV.com, said: “The platform nick.cctv.com will take full advantage of CCTV.com’s state-of-the-art technology, providing streaming, on-demand, and interactive broadcasting of video along with many other services. By virtue of Nickelodeon’s popular content and CCTV.com’s strong communication capacity and technological platform, we believe nick.cctv.com will become the online destination for Chinese children.”

And there is likely to be more to come from MTV Networks in China. Indra Suharjono, Executive Vice President and Managing Director, MTV Networks North and Southeast Asia, added: “Our relationship with CCTV goes from strength to strength, and I couldn’t be more pleased to make this historic move with such esteemed partners as CCTV.com. We hope to continue to make such historic strides within China, bringing our content to more platforms across the mainland.”