Nickelodeon to Create New Content Destination Specifically for Moms for the First Time in Its History, With New "NICKMOM" Prime-Time TV Block and Digital Site

Four-Hour NICKMOM TV Block to Air Nightly on Nick Jr. Starting 4Q 2012; NICKMOM Site to Launch Nov. 14

NICKMOM Original Programming Slate Includes More than 30 Projects in Development

General Mills and Reckitt Benckiser Sign on as Charter Sponsors

NEW YORK, Nov. 9, 2011 -- Nickelodeon, the number-one entertainment brand for kids and the top TV destination for moms, is creating a brand-new, multi-platform destination just for today's moms: NICKMOM, a prime-time, advertiser-supported nightly programming block on Nick Jr. and a convergent web site. Nickelodeon and Nick Jr. are already the top viewing destinations for moms, according to Nielsen Media Research, and one out of every 4 moms today grew up watching Nickelodeon themselves. Nickelodeon is creating NICKMOM in response to original research with today's moms who are younger, more diverse and more tech savvy than prior generations, and who are looking for entertainment outlets that speak directly to the experience of their lives. These moms say they want entertainment content that is focused on comedy, helps them relax at the end of the day and ultimately celebrates being a parent.

The NICKMOM block on Nick Jr. will feature a mix of original long- and short-form humor-based programming, including talk shows, stand-up and sketch comedy, hidden camera and more. The TV block will air nightly from 9 p.m. to 1 a.m. (ET) with two-hours of original content and a replay immediately following. The NICKMOM TV block will launch in 4Q12. The NICKMOM web site will debut Monday, Nov. 14 as a blog on Nickelodeon's ParentsConnect.com--Nickelodeon's web resource for parenting advice and community�and will feature editorial franchises and video. The NICKMOM site will then evolve into a robust, mom-focused humor site complete with editorial, photos, videos, gaming and community next year.

"Today's moms who grew up with Nickelodeon have a renewed relationship with us through their kids, and now we have something for them as adults in NickMom," said Cyma Zarghami, President, Nickelodeon Networks, a division of Viacom. "This generation of moms is very different than any one before it and we are very excited to offer a destination that is unique in today's entertainment landscape with content that taps into the Nickelodeon's comedic DNA."

With more than 30 projects currently in development, the NICKMOM block will feature talk shows, docu-series, stand-up and sketch comedy, hidden camera and game shows and more, emphasizing the kind of comedy moms say they enjoy most - relatable, ridiculous and irreverent. Development deals are in place with Eyeworks USA (The Biggest Loser); Mad Cow (Madeleine Smithberg, co-creator, former executive producer of The Daily Show); actress and author Annabelle Gurwitch (You Say Tomato, I Say Shut Up; Fired!; Dinner & a Movie); and Emmy award-winning Hugh Fink (head writer, The Late Late Show with Craig Ferguson; and writer, SNL); among a host of others.

Well in advance of its TV launch, NICKMOM already has acquired two charter sponsors: General Mills; and Reckitt Benckiser.

Outside of the block's mom-focused content in prime time, Nick Jr. will remain the premier commercial-free network and online site where preschoolers can gain key curricular knowledge in a curated and organized environment. Through interactivity and narrative, Nick Jr. and nickjr.com help kids learn early literacy, social studies, basic math, science, movement and art skills, through the top preschool shows on all television like Dora the Explorer, Bubble Guppies, Go, Diego, Go!, Yo, Gabba, Gabba, Max and Ruby, Team Umi Zoomi and more.

Nick Jr., home of the top educational preschool programming on television, currently reaches 73 million households via cable, digital cable and satellite TV. Nick Jr. is like preschool on TV, with educational programming both on-air and online at www.nickjr.com.

Nickelodeon, now in its 32nd year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon's U.S. television network is seen in more than 100 million households and has been the number-one-rated basic cable network for 16 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).