MUMBAI: MTV Asia has launched a Nickelodeon block on Malaysia’s terrestrial television channel, TV9. Branded as Nick di 9, it will reach over seven million households in Malaysia.

Nickelodeon's properties include SpongeBob SquarePants, Dora the Explorer and The Adventures of Jimmy Neutron: Boy Genius. Dubbed in Bahasa Melayu, Nick di 9 will be aired daily for three hours from 3pm to 6pm. Now kids in Malaysia can also enjoy these award-winning pre-school shows including Blue’s Clues and Dora the Explorer on Mondays to Thursday; while from Friday to Sundays, they can look forward to hilarious fun with Nicktoons like SpongeBob SquarePants and The Adventures of Jimmy Neutron: Boy Genius.

TV 9 is Malaysia’s first free-to-air channel to provide an uninterrupted kids’ block 7 days a week. With the tagline Dekat di Hati, TV9 is the Malay channel targeting to Malays who strongly associate themselves with positive values.

MTV South East Asia senior VP and GM Christopher James says, “At Nickelodeon, we put kids first in everything we do and with Nick di 9, we will be reaching out to Malaysian kids in the language that they speak. This mutually rewarding relationship with TV9 will help both parties to better reach out to kids and families in Malaysia.

“The launch of Nick di 9 as a Bahasa Melayu block is a significant development in the overall expansion of the brand across South-East Asia”

TV9 COO Bukhari Che Muda says, “Responding to the Government’s call to put Bahasa Melayu as the first spoken language in Malaysia, TV9 has taken the initiative to dub all Nick’s cartoons into Bahasa Melayu. This cartoon lineup being dubbed in Bahasa Melayu is the best way of educating kids to speak in their first language. Now TV9 kids can truly enjoy their favorite cartoon characters, singing and laughing along with them in the same language”.