MUMBAI: Nick US' hit show SpongeBob SquarePants is set to launch in Mandarin on China's pubcaster CCTV’s dedicated kids’ network on 28 January 2006.

It will reach 300 million homes.

The show will air on weekdays, for a total of two and a half hours per week. The television launch will be accompanied by a consumer products rollout in the first quarter of next year featuring storybooks, activity books and pictorials.

Nick says that bringing quality kids’ entertainment to Chinese kids is a priority for MTV Networks China and is confident that SpongeBob SquarePants will be embraced in China as he is in other parts of the world.