Herb Scannell, president of Nickelodeon Networks, paid his first
visit to China last week to talk about collaboration between
Nickelodeon and the children's channel of China Central Television
(CCTV) and Shanghai Media Group.
"The children's channel in China is very exciting, and this is
the right time to cooperate with the local experts for children's
TV programs and products," Scannell said.
Before his visit, Nickelodeon, which is celebrating its 25th
anniversary this year, signed a contract with Shanghai Media Group
to establish a joint venture to produce local programs.
"As we have done in other countries, we will localize some
programs in China," Scannell said. "As far as production goes,
under the joint venture, Chinese staff will help us to find Chinese
stories and popular Chinese characters and turn them into cartoons
and other programs broadcast on Nickelodeon." Currently, CCTV 14,
the children's channel, is airing Nickelodeon's cartoon serial
The Wild Thornberry.
It is the second of Nickelodeon's programs broadcast on CCTV 14.
The first, CatDog, which has been on the air since March,
has become one of the most popular programs on CCTV 14.
Scannell also said that Nickelodeon will include China in its
annual "Kids' Choice Awards," at the end of the year.
Launched in 1979 as a children's cable and satellite channel,
Nickelodeon, which belongs to Viacom, is the top entertainment
brand for children in the US. It has built up a diverse global
business, but remains focused on children. Nickelodeon's
programming includes comedy, adventure, variety, news and game
shows created specifically for children.
Its first channel outside the US was set up in the United
Kingdom in 1993. Nickelodeon now has 26 customized channels
covering every major region around the world.
Through its localized channels, branded blocks, or individual
program sales, Nickelodeon programing is available in over 300
million households in 149 countries and regions in 30
languages.
(China Daily June 9, 2004)