MTV's Noggin and the N to Split into Two Channels

Showing the increasing power of children and of advertisers eagerness to reach them, Viacom-owned MTV Networks announced today that the preschool themed Noggin channel and The N would be split into two separate 24 hour channels on December 31. The move gives MTV Networks three channels that span age groups from preschool to high school.

Noggin is a currently a commercial free programming block with the promotional tag line, "It's Like Preschool on TV." It borrows popular programming such as Blue's Clues, Dora the Explorer and the Wonder Pets from sister channel Nickelodeon. Original programming currently includes Jack's Big Music Show and The Upside Down Show.

The N features edgier fare than Nickelodeon's Teen Nick. Degrassi: The Next Generation, Instant Star and South of Nowhere explore more adult topics like sex, racism, and infidelity. Original N shows will be broadcast after 8:00 pm, while the more innocuous Teen Nick offerings will be shown during the day. Drake and Josh, The Nick Cannon Show an the Amanda Show are flagship programs for Teen Nick and will be making the move to the expanded The N.

With the announcement, MTV Networks also announced the creation of more original programming, including "About a Girl," the story of a college girl living with three male roommates and "Interns."

The move positions MTVN to make a dent is Disney's dominance of the tween market. The Disney juggernauts of High School Musical, Hannah Montana and the Cheetah Girls have taken considerable market share away from Nickelodeon. The Disney Channel has used programming to launch recording careers of Miley Cyrus, Corbin Bleu, Ashley Tisdale and Vannessa Hudgens. Successful concert tours, home video titles and video games have solidified Disney's hold on the teen market.

"Splitting these channels into two 24-hour services provides MTV Networks and our partners with wonderful growth opportunities to further reach and serve our audiences," said Denise Dahldorf, Executive Vice President, MTVN Content Distribution and Marketing in a press release.

Cyma Zarghami, President, Nickelodeon and MTVN Kids and Family Group agreed. "Having NOGGIN and The N as two separate channels alongside our Nicktoons network gives our core audiences of preschoolers, kids 6-11 and tweens/teens their own dedicated 24-hour services, as well as more places for us to cultivate and develop future hits. Making these highly valued channels separate and distinct will also provide us with the opportunity to explore serving audiences adjacent to these demos, and will provide demo- specific home bases for our vast programming library."

Source: Viacom Press Release (http://www.viacom.com/NEWS/NewsText.aspx?RID=1039771)