NICKELODEON ENCOURAGES KIDS TO CLEAN UP THE PLANET WITH ITS BRAND-NEW "GET DIRTY!" EARTH DAY INITIATIVE

NEW YORK - April 10, 2014 - Nickelodeon is encouraging kids to get their hands dirty this Earth Day (April 22) with the kick-off of its "Get Dirty!" Earth Day initiative. The "Get Dirty" campaign lives on-air and online and features eco-themed TV spots highlighting Nickelodeon stars and real kids who offer fun ways to improve the environment, as well as a dedicated webpage that provides kids and families with tips and information on how they can take action to help protect the planet. Additionally, Nickelodeon and Nick Jr. will be celebrating Earth Day with an eco-friendly slate of programming.

"Earth Day offers an invaluable platform to raise awareness and help encourage this new generation of kids to take action to improve the environment," said Marva Smalls, Executive Vice President of Public Affairs, Nickelodeon. "Through our 'Get Dirty' campaign, we aim to provide kids with information on top-of-mind issues and connect them with green activities, in collaboration with our community-based partners."

Nickelodeon is preparing kids and families to get active this Earth Day with a series of interstitials featuring some of the stars of the network's hit live-action series, including, Instant Mom (Sydney Park), The Haunted Hathaways (Curtis Harris and Amber Montana), See Dad Run (Ryan Newman) and The Thundermans (Jack Griffo and Kira Kosarin), as they do their part to pitch in and clean up the environment. In addition, the spots offer viewers environmental tips and ideas.

The network is also spreading the word online. Kids can log on to www.nick.com/earthday to stream the "Get Dirty!" Earth Day spots; read facts about environmental issues; get ideas from green-themed video clips from Nick partner organizations like the Boys & Girls Club of America; get tips on how they can dig in and take action on Earth Day; and get more information on how they can be a part of environmental projects led by the Natural Resources Defense Council, National Environmental Education Foundation and The Thirst Project.

In celebration of Earth Day, Nickelodeon will air an eco-friendly SpongeBob SquarePants special ("SpongeBob's Last Stand") at 8:00 a.m. - which will also encore at 2:30 p.m. and 6:30 p.m. - that follows SpongeBob and Patrick as they protest the construction of a highway that would destroy Jellyfish Fields. Also, the network will air a special preschool programming block, from 9:30 a.m. to 12:00 p.m., that features green-themed episodes of Team Umizoomi ("Playground Heroes") at 9:30 a.m.; Dora the Explorer ("Dora Saves the Mermaids") at 10:00 a.m.; and two episodes of Bubble Guppies ("Boy Meets Squirrel") at 11:00 a.m. and ("The Spring Chicken Is Coming") at 11:30 a.m.

Nick Jr. will also go green with a full day of eco-themed programming. Beginning at 6:00 a.m., the network will air environmental-themed episodes of Peppa Pig ("Recycling The Boat Pond/Traffic Jam/Bedtime/Sports Day") at 6:00 a.m.; Max and Ruby ("Ruby's Earth Day Party/Ruby's Earth Day Checklist/Max's Ducky Day") at 7:00 a.m. and ("Ruby's Hippity Hop Dance/Ruby's Bird Bath/Super Max Saves the World") at 7:30 a.m.; Dino Dan ("Moody Dino/Stop Motion Dino") at 9:30 a.m.; Ni Hao, Kai-lan ("The Place Where We All Live") at 10:00 a.m.; Yo Gabba Gabba ("The Place Where We All Live") at 12:00 p.m. and more throughout the day.

At NickJr.com, parents can find Earth Day-themed games and activities to get their kids excited about helping the environment, including a "Going Green" family handbook, Bubble Guppies and Dora the Explorer games, as well as a printable poster, stickers and other activities.

For more information about Nickelodeon's Earth Day efforts, visit www.nick.com/earthday and www.nickjr.com/earth-day.

Nickelodeon, now in its 35th 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 almost 100 million households and has been the number-one-rated basic cable network for 19 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIA.B).