LONDON: MTV Networks International (MTVNI) and Russia's TNT- Teleset have launched a fully customised Nickelodeon animation block on TNT. This means, Nick's content will now be available to 90 million new viewers.

MTVNI has appointed EEMC as the licensing agent for all Nickelodeon properties in Russia, according to an official release. These deals signal a move by MTVNI to further expand Nickelodeon's presence in the Russian market across multiple platforms.

TNT - Teleset which claims to be Russia's fastest-growing channel launched a Russian language Nickelodeon programme block. It broadcasts two hours daily, Monday to Friday. Under the deal, Nickelodeon will reach TNT's 90 million viewers across Russia through its terrestrial and affiliate services.

A world leader in creating innovative original kids' TV content, the daily Nickelodeon block in Russia will feature hit animated series such as SpongeBob SquarePants, The Wild Thornberrys, Rugrats and Hey Arnold!.

The release adds that the signing of EEMC as Nickelodeon's licensing agent is a step forward in MTVNI's global strategy to accelerate the growth of Nickelodeon's consumer products business.

Key Nickelodeon licensed properties to initially roll-out in Russia will be Rugrats and SpongeBob SquarePants as well as the Nickelodeon brand itself.

Nickelodeon Russia was the first fully-customised Russian language 24-hour kids' channel to launch in Russia in November 1998.

MTV Russia, a free-to-air service seen in over 21 million households across Russia, claims to be the first global television brand to launch a service customised for Russian youth, the release informs.