London, Asharq Al-Awsat- Dubai-based Arab Media Group (AMG) and MTV Networks International are to launch Nickelodeon Arabia, an Arabic language free-to-air channel dedicated exclusively to kids in the Middle East.

According to MTV Networks International, Emerging Markets Communications Director, Lynne-Mei Lee, "Nickelodeon Arabia, will be a 24 hour, Arabic language, free to air channel. Programming will include a mix of international content from Nickelodeon’s global portfolio and original local Arabic productions."

The Communications Director also told Asharq Al-Awsat that the programming line up is yet to be finalized, however the channel will also be supported by an Arabic language website which will include an online community and a range of interactive elements.

Abdullatif Al Sayegh, CEO of Arab Media Group, commented: 'Arab Media Group is dedicated to providing audiences in this region with what they want to see, hear and read. Through our extensive understanding of the market, we have identified entertainment niches that were ripe for opportunity, and quality children's programming is certainly one of them. Nickelodeon will provide the best in world-standard entertainment for children, raising standards in the region and setting a strong precedent for the future.'

Bhavneet Singh, Managing Director and Senior Vice President, Emerging Markets Group, MTVNI, commented: 'We are really proud to announce our continued partnership Arab Media Group to make the Nickelodeon brand available to kids across the Middle East and the Gulf. The launch of Nickelodeon Arabia is a part of our wider, ongoing multi-platform strategy encompassing consumer products, digital media, hotels and theme parks, which we hope will establish Nickelodeon as the premier destination for kids in the region.'

The 24-hour channel which will fall under the Arabian Television Network, AMG's TV broadcasting arm, is slated to launch in 2008 and will broadcast via satellite to 36 million TV households, with a potential audience of 190 million people across the region.