Beijing – MTV Networks China has expanded its agreement with CCTV to provide episodes of Nickelodeon’s animated series, SpongeBob SquarePants, to mobile users in China via the CCTV Mobile Phone Channel. The mobile component marks a historic multi-platform deal for MTV Networks China, being the first international media company to provide access to content via Chinese government-owned CCTV’s television, online and mobile portals. Available to 3G mobile users, the CCTV Mobile Phone Channel now allows customers to access episodes of Nickelodeon’s global smash hit and view SpongeBob SquarePants episodes simply by clicking ‘Monternet’ from the main menu on capable 3G mobile phones. “Bringing SpongeBob SquarePants to mobile with CCTV Mobile Phone Channel marks a multi-platform trifecta for MTV Networks China,” said Mei Yan, managing director for MTV Networks China. “Providing viewers the three-screen option to view Nickelodeon’s best-known property not only allows us to deliver the world of Bikini Bottom to more Chinese fans, but also marks a significant development in our long-term relationship with CCTV.” Nickelodeon and CCTV’s business relationship has led to a string of successes in China. In February 2010, MTV Networks China and CCTV launched nick.cctv.com, a co-branded website offering online streaming of SpongeBob SquarePants segments and access an unprecedented range of Nickelodeon-branded content. On television, SpongeBob SquarePants has consistently been one of the highest rated animated programs in China broadcast daily to over 300 million homes on CCTV1 and CCTV’s children’s channel, CCTV14. From November 2009 to January 2010, SpongeBob SquarePants was the third highest rated programme on CCTV1, attracting an audience of more than 12.2 million viewers and a 9.24 share of viewers 4-14 (source: CSM Media Research).