Herb Scannell, president of Nickelodeon Networks, paid his first visit to China last week, to talk about collaboration between Nickelodeon and the children's channel of China Central Television (CCTV) and Shanghai Media Group.

"The children's channel in China is very exciting, and this is the right time to co-operate with the local experts for children's TV programs and products," Scannell told China Daily in Beijing.

Before his visit, Nickelodeon, which is celebrating its 25th anniversary this year, signed a contract with Shanghai Media Group to establish a joint venture to produce local programs.

"As we have done in other countries, we will localize some programs in China," Scannell said. "As far as production goes, under the joint venture, Chinese staff will help us to find Chinese stories and popular Chinese characters and turn them into cartoons and other programs broadcast on Nickeloedon." Currently, CCTV 14, the children's channel, is airing Nickelodeon's cartoon serial The Wild Thornberry.

It is the second of Nickelodeon's programs broadcast on CCTV 14. The first one, Catdog, which has been on the air since March, has become one of the most popular programs on CCTV 14.

Scannell also said that Nickelodeon will launch its annual event, the "Kids' Choice Awards," in China at the end of the year.

Launched in the United States in 1979 as a children's cable and satellite channel, Nickelodeon, which belongs to Viacom, is the top entertainment brand for children in the United States. It has built up a diverse, global business by putting children first in everything it does.

Nickelodeon's programming includes comedy, adventure, variety, news and game shows created specifically for children.

Its first channel outside the United States was set up in the United Kingdom in 1993, and Nickelodeon now has 26 customized channels covering every major region around the world.

Through its localized channels, branded blocks, or individual program sales, Nickelodeon programming is available in over 300 million households in 149 countries and regions in 30 languages.

(China Daily June 9, 2004)