MTV Networks Latin America is launching preschooler-targeted channel Nick Jr. in the region. The likes of “Dora the Explorer,” “Go Diego,” and “Go! The Wonder Pets!” will be on 24 hours a daystarting in July.
MTV has clinched carrier deals with Cablevision and satcaster Sky TV in Mexico. Other pacts, still under negotiation, will be announced shortly.
“Nick Jr. programs had a two-hour block on Nickelodeon, but it made sense to expand it to 24 hours when we saw that 70% of preschoolers in the region already recognized Nick characters,” said MTV Latin America prexy Pierluigi Gazzolo. “Moreover, we found that most preschoolers prefer to watch their programs over and over again.”
Launch will coincide with the debut of Nick Jr.’s broadband site, NickTurbo Jr., designed to offer children a multiplatform “Nickelodeon experience” through online and broadband content
Nick Jr. will be the first channel to offer multiplatform content via online, video on demand and broadband to preschoolers in Latin America.
Nickelodeon, which skews to older school kids, has been in Latin America since 1996 and consistently ranks among the top pan-regionals in terms of ratings.