Integrated agreement includes TV, digital media and consumer product rights

Dubai/London, 21 November 2010 - MTV Networks International (MTVNI), a division of Viacom Inc. (NYSE: VIA, VIA.B), and MBC Group, the leading pan-Arab, free-to-air satellite broadcasting company, today announced the signing of an exclusive multi-platform deal spanning TV, digital media and consumer product rights to Nickelodeon's world-renowned portfolio of hit content in the Middle East.

Kids and families can now tune in to MBC 3, the premier kids' and family edutainment channel in the Middle East, and watch 'Nickelodeon on 3', a dedicated branded block showcasing the very best live-action and animated content from Nickelodeon's extensive portfolio. The branded block will air every weekday afternoon and will include smash hit series SpongeBob SquarePants, Fanboy and Chum Chum and My Life as a Teenage Robot at launch, localised in Arabic. An additional branded block dedicated to Nickelodeon's award-winning preschool programmes will also launch on MBC 3 in January 2011. 

'Nickelodeon on 3' will be supported online through a dedicated Nickelodeon microsite, which will provide fans with a raft of full length episodes, character games and more. As part of the agreement, MTVNI has also granted MBC Group the exclusive rights to develop consumer product programmes around hit Nickelodeon properties, Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! in the Middle East. Key categories include home furnishing, stationery, apparel, toys, publishing, personal care and fashion accessories and product is expected to roll out from early 2011.

Bhavneet Singh, Managing Director and Executive Vice President, Emerging Markets, MTVNI commented: "Nickelodeon is one of the most widely distributed brands in the world that puts kids and families first and we're proud to further establish the brand in the Middle East in partnership with MBC. The Middle East is a dynamic, thriving market with vast growth opportunities and this multi-platform deal will allow us to really advance our wider, ongoing strategy to build an integrated offering, both on and off-air, which we hope will establish Nickelodeon as the premier destination for kids across the region."

Tim Riordan, Group Director of TV, MBC Group added: "We are delighted to announce this strategic deal with MTV Networks International that brings to life universal characters to our regional viewers and audiences. This deal is the start of a very fruitful and integrated mutual agreement to ensure that the best of family content and viewing is brought to our loyal followers, being the leader in education and entertainment that connects with and stimulates the imagination of Arab kids".

-Ends-

About MTVNI's Emerging Markets
MTVNI's Emerging Markets Group is one of the fastest growing regions in the company's portfolio of multi-platform businesses. The Emerging Markets Group manages 24 television channels, 30 websites, one video portal and four mobile TV channels encompassing the MTV, VH1, Nickelodeon, VIVA and Comedy Central and COLORS brands in Central & Eastern Europe, Russia, Africa, the Middle East and India. Additionally, the Emerging Markets portfolio includes MTVNHD, MTVNI's first international high definition channel dedicated to music and kids which is operated by the Emerging Markets Group of behalf of MTVNI. MTVNI is owned by Viacom Inc (NYSE: VIA, VIA.B). 

About MTV Networks International (MTVNI)
MTV Networks International includes the premier multimedia entertainment brands MTV, VH1, Nickelodeon, MTVNHD, MTV Tr3s, TMF (The Music Factory), VIVA, Comedy Central and Game One. MTV Networks' brands are seen globally in 641 million households in 161 countries and 34 languages via 168 locally programmed and operated TV channels and more than 450 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, licensing & merchandising and feature films. MTV Networks International is a unit of Viacom Inc. (NYSE: VIA, VIA.B).

About MBC Group
MBC Group is the first private free-to-air satellite broadcasting company in the Arab World . It was launched in London in 1991 and later moved to its headquarters in Dubai in 2002. Over the past 19 years, MBC group has grown to become a well-established media group that enriches people's lives through information, interaction and entertainment.  Based in Dubai, in the United Arab Emirates, MBC Group includes 10 television channels: MBC1 (general family entertainment), MBC2 and MBC MAX (24-hour movies), MBC3 (children's entertainment), MBC4 (entertainment for new Arab women), MBC Action (action series and movies), MBC Persia (24-hour movie channel dubbed in Farsi) , Al Arabiya (the 24-hour Arabic language news channel); Wanasah (24-hour Arabic music channel) and MBC Drama (24 hour Arabic drama on Paid TV) and two radio stations: MBC FM (Gulf music), and Panorama FM (contemporary Arabic hit music); as well as O3 productions, a specialized documentary production unit. It has also several online platforms: www.mbc.net,www.alarabiya.net, and www.alaswaq.net.

TV is still the most popular entertainment option in the region with people in the Kingdom of Saudi Arabia watching up to an average of 3:35 hours per day. Internet use and uptake of mobile viewing options is growing. Increasingly, MBC is looking to new technologies to provide new delivery platforms- platforms that get our programming to people how, where and when they want it. And importantly, these new technologies also let us interact with our audiences so that we keep up-to-date with their preferences.

MBC Group's leading channel, MBC 1, remains the most watched channel in the Arab world, more so during the holy month of Ramadan. MBC 1 is known for its mix of drama, religious and comedy flagship programs during Ramadan i.e. Bab El Hara , Tash, Khawater, Bayni Wa Baynak , Hurouf Wa Olouf, Hajar Al Zawiya, etc...

"When MBC was launched in 1991, it broke the mould of Arab television. By being true to reflecting Arab society, and through its openness to the world, MBC has played a major role in responsibly defining Arab modernism", Sheikh Waleed Bin Ibrahim Al Ibrahim.

The Arab world is home to one of the world's most rapidly growing youth populations : 65% of Arab population are under the age 25. Population across the region is growing by 3% and above annually. MBC's wealth of experience, knowledge and consistent great programming makes it one of the most influential brands in the Middle East, a position that it kept for the past 19 years.

For Further information please contact:
Lynne-Mei Lee
MTVNI, Emerging Markets
Email: lynnemei.lee@mtvne.com

Ruba Al Ayed
MBC Group
Tel: +971 56 6038358
Email: ruba.alayed@mbc.net

© Press Release 2010