MTV Networks China has expanded its agreement with government-owned national broadcaster CCTV to provide episodes of Nickelodeon’s SpongeBob SquarePants to mobile users in the country via the CCTV Mobile Phone Channel.
Adding the mobile component to the multi-platform content deal solidifies MTV Networks China as the first international media company to provide television, online and mobile access on CCTV’s portals.
Available to 3G mobile users, the CCTV Mobile Phone Channel will allow customers to access SpongeBob SquarePants episodes by selecting Monternet from the main menu on their phones.
The deal builds on Nickelodeon and CCTV’s ongoing business relationship. In February 2010, MTV Networks China and CCTV launched www.nick.cctv.com, a co-branded website offering online streaming of SpongeBob SquarePants segments. On television, SpongeBob SquarePants is broadcast daily to more than 300 million homes on CCTV1 and CCTV’s children’s channel, CCTV14.