Nickelodeon is making a play for digital savvy Middle East viewers with the launch of an on-demand service on via OSN Play, the online TV catch-up service on OSN, the Middle East and North Africa region’s leading pay-TV player, and also via a mobile-friendly Nickelodeon Arabia website.

Move follows the launch by Viacom International Media Networks in December 2014 of its first three 24-hour branded channels in the MENA region, two of which, Nickelodeon HD and Nick Jr. in dual language, English and Arabic, all on Dubai-based OSN.

OSN Play will offer Nickelodeon content including “Teenage Mutant Ninja Turtles,” “Spongebob SquarePants,” and “Nicky Ricky Dawn” in real time on a live streaming Nickelodeon HD channel.

The dedicated Arabic/English regional Nickelodeon website will offer real-time viewing with several additional benefits that include playing games, watching video clips and navigating a different selection of Nickelodeon and Nick Jr’s online content.

Nickelodeon’s planned multiplatform digital expansion in the region will be segued by a free dual-language English and Arabic Nickelodeon android and iOS application to be launched in September. The app will include a specific authenticated zone for OSN subscribers to unlock exclusive content and games.

“Our new website launch, our partnership with OSN for OSN Play,  and the upcoming application provide greater flexibility and access to digital content for both our English and Arabic speaking audiences,” enthused Viacom International Media Networks exec David Urgell in a statement.

Viacom sees the MENA region, where 23 percent of the population are under 16, as a key territory to expand the reach of both its Nickelodeon and MTV brands.