MTV is set to launch preschool kids channel Nick Jr. in Latin America later this year and will fill it with Nick’s vast programming library as well as a few acquired programmes.
The channel, which will launch pan-regionally in July, was originally a block on Nickelodeon, but Pierluigi Gazzolo, president of MTV Latin America, told TBIvision that preschool is a booming market in the region.
He said: "Preschool is a very interesting genre. We’ve had programming blocks before, but felt there was the need for a 24-hour format. The block rates incredibly well and the shows are too big to leave in a three hour block in the morning."
The schedule will initially include Nickelodeon shows such as the Spanish speaking Dora The Explorer and spin off Go! Diego! Go, but Gazzolo said that it would look to both acquisitions and local productions.
"Of course, we do want to buy some stuff to mix it up. [Local productions] will also be an option. If we have to acquire it, we’ll acquire it. If we have to produce it, we’ll produce it," he added.
It is also keen to boost the company’s consumer products division. The preschool market is the most successful toy market and Gazzolo said that characters such as Dora the Explorer, which are extremely popular in the region, will boost this business.