• New insight from Viacom Brand Solutions International (VBSI) amongst the core MTV audience in Europe shows that the majority of young people are against movie piracy. Combined qualitative and quantitative research amongst a sample of 16-34 year olds between May-July, shows that even though youth do access pirated material and 74% admit that more and more people are doing it, 62% agree that piracy has a negative effect on the movie industry and should not be supported. Reasons young people do currently view pirated content are primarily due to cost barriers and the chance to see new releases almost straight away. However, this target audience really value the experience and quality of watching a film, with 90% agreeing that they would like to go to the cinema more often and rating this as one of their top most entertaining activities.
• The same research shows that MTV has the power to influence this young target, with a significant 63% of the movie-loving sample agreeing that seeing a film advertised on MTV makes the movie seem more relevant to them and something their friends would like.

• Israel
  Nickelodeon and Viacom Consumer Products (NVCP) has announced two brand new deals in the Israeli market for pre-school property, Dora the Explorer.
  • A two-year deal with Jerusalem-based B&S, will see girls aged 2-6 years old throughout the country encouraged to brush their teeth with an electronic toothbrush which lights up and remains lit for 60-seconds. The innovative product will be available at all good toy retailers such as Toys R Us, as well as chemist and supermarket chains.
  • Israel’s leading creative toys and puzzles producer, Creative Toys, has signed an agreement to produce a 48-part floor puzzle. The themed puzzle is part of a special ‘Dora World Adventure’ series which includes DVDs, books and plush dolls and will be available from all good toy shops across the market including Toys R Us.
• South Africa NVCP is partnering with homewares specialist, Character Linens, to produce Dora the Explorer branded bedding including duvet covers, bedroom curtains, cushions and blankets. The high quality linen will be available for purchase throughout South Africa at all major retail and mass market outlets.

MTV Networks International announces several new deals for its music brands, MTV, VH1 and CMT:

• VH1’s fast-paced reality show, The Fabulous Life…, which takes a look behind the camera into the lives of the rich and famous, has been picked up for the first time by Switzerland’s Italian-language television station, RSI, as well as new specials licensed by public broadcaster, TV2 in Denmark.
• In Asia, Japan’s NHK will air CMT series, Crossroads, featuring musical icons, Robert Plant and Alison Krauss, while TVB in Hong Kong has inked a deal to broadcast MTV show, The Shot, and Ecuador’s Teleamazonas has licensed Boiling Points (MTV) in a brand new deal.