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MTV spawns Nick online

Cabler logs online with sr. VP Swan

In yet another housekeeping move to organize its Web efforts, MTV Networks Online on Tuesday said it has created Nickelodeon Online, a portfolio of Web properties targeting children aged 2 to 11.

Taran Swan, general manager for Nickelodeon Latin America, has been tapped senior veep of Nickelodeon Online.

Swan will report directly to Fred Seibert, prexy of MTV Networks Online and chairman of Nickelodeon Online.

Nickelodeon Online will oversee Internet sites related to Viacom’s Nickelodeon and TV Land cable channels, including nick.com, nick-at-nite.com and tvland.com, sports and games Web site gas.nick.com and online toy store redrocket.com.

Other kid-friendly sites

Additionally, the company said it had created a site called myNick on Nick.com. MyNick, which was developed under the title “The Nozzle Project,” will offer kids interactive experiences related to various programming airing on the cablers.

“MyNick is all about giving kids exactly what they ask for,” Swan said. “Today is just the beginning. We will continue to listen to kids and introduce new toys, games and kidvergence experiences plus a wide array of communication tools in a kid-safe environment.”

MTV Networks Online had formed a unit called MTVi in August devoted to the company’s music-related Web properties.

“The key to the long-term success of the Nickelodeon brand is how well we execute the Nick brand on the Web,” Seibert said. “Our kidvergence initiatives are bringing together the Nick TV, radio and print brands through the Internet in a way designed exclusively for kids”

Viacom has said it will pledge $300 million to promote all its Internet properties over the next five years and to take MTV Networks Online public sometime in the near future.

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