Doggone It ... Blue Does it Again!

Doggone It ... Blue Does it Again!

Blue's Clues 10th Anniversary Special Wins Sunday Night Primetime with Kids on Broadcast and Cable Television

3.2 Million Total Viewers Tune-in to Nickelodeon to Meet Blue's Baby Brother; Special Scores Triple Digit Increases over Last Year's Like Time Period

Meet Blue's Baby Brother Debuts on iTunes Today

NEW YORK, Aug. 8 /PRNewswire/ -- The blue dog's still got it! Blue earned the number-one spot with kids (K2-5 and K2-11) on broadcast and cable television in its time period and garnered triple digit increases versus year-ago benchmarks with the Blue's Clues 10th anniversary primetime special. Meet Blue's Baby Brother, which aired on Sunday, August 6, at 8 p.m. ET/PT on Nickelodeon, posted a 7.4/935,000 kids 2-5, up +282% versus last year's like time period. More than 3.2 million total viewers (P2+) tuned-in to follow along with Blue in her adventure to meet her baby brother, up +45% over last year. Meet Blue's Baby Brother was the highest-rated Blue's Clues primetime special in four years since "Meet Joe" in April 2002, and the highest-rated Nick Jr. special in three years (since Dora's "Meet Diego" in October 2003).

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The Meet Blue's Baby Brother episode debuts on iTunes(R) (www.iTunes.com) today. Season one of the hit series (20 episodes) as well as a 10th Anniversary bundle (10 episodes) is also currently available for download.

Leading up to the Blue's Clues Anniversary special, various elements debuted on multiple platforms with success:

* "Blue's Puppy Maker Game" launched on July 24 with a promotional
campaign on-air, and asked kids to go to www.NickJr.com and design their
own Blue's new baby brother. Select puppies made by the kids online were
shown during the week leading up to the Anniversary tentpole.
Participation in "Blue's Puppy Maker Game" led it to become the number-
one game on Nick Jr.com from with more than 2.2 million game plays.

* Nick Jr. Video, Nick Jr.'s broadband video service available on
Nickjr.com, debuted Something To Do Blue, a never-before-seen "Steve"
episode, during the week of July 31. This exclusive content earned
third place within the top 10 videos on Nick Jr. Video, with 105,000
streams for the week.

Considered the gold standard in interactive preschool television, Blue's Clues has continued to prevail over the last 10 years as one of the top five preschool series on all of commercial television. A total of 13.1 million total viewers (ages two and up) tune into the show each month, including 7.0 million kids 2-11 and 4.7 million Kids 2-5. (Source: Nielsen Cume Data - May 2006).

In Meet Blue's Baby Brother, preschoolers at home join Blue, Joe and their friends in a very special game of 'Gold Clues' to meet the newest member of Blue's family -- her baby brother! It all begins during a family celebration with Joe and the gang, when Blue announces she has a baby brother who will be joining the celebration. Blue cannot wait to meet him, but first she and Joe must embark on an interactive quest in Puppyville to discover which puppy is her brother. Along the way, they're joined by Sprinkles -- a little white puppy longing to someday have his very own spots. Joe, Blue and Sprinkles travel by train through the town, stopping to play educational games with ABC Puppy, Princess of Numbers Puppy, Colors Puppy and Shapes Puppy. In a classic Blue's Clues style, Joe, Blue and Sprinkles also search for three gold clues that will lead them to Blue's baby brother.

Blue's Clues was created by Traci Paige Johnson, Todd Kessler and Angela C. Santomero. Santomero serves as Executive Producer and Head Writer, and Johnson is Executive Producer and Director of Design. Jennifer Twomey also was Executive Producer and writer for the original series.

Nick Jr. is a specially designed programming block airing on Nickelodeon weekdays from 9 a.m. - 2 p.m. (ET/PT) and weekends on CBS (check local listings). Completely dedicated to preschoolers ages 2-5, Nick Jr.'s Emmy, Peabody and Parents' Choice Award-winning programs are curriculum based, fun and commercial free. At Nick Jr., kids play to learn with innovative, original shows created just for them.

Nickelodeon, now in its 27th 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, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 90 million households and has been the number- one-rated basic cable network for 11 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA and)(NYSE:VIA.B).

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Source: Nick Jr.

CONTACT: Joanna Roses, +1-212-846-7326, Thamar Romero, +1-212-846-7491,
or Jodi Davis, +1-212-846-5981, all for Nick Jr.

Web site: http://www.nickjr.com/
http://www.nick.com/

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