MORE THAN 3 MILLION TOTAL VIEWERS ATTEND DORA'S BIG BIRTHDAY ADVENTURE

Nickelodeon Closes the Week as Basic Cable's Number-One Total Day Network with Kids 2-11 and Total Viewers

NEW YORK-Aug. 17, 2010-Dora the Explorer marked her first decade on-air by drawing 3.3 million total viewers (+88%) to her Big Birthday Adventure (Sunday, Aug. 15, 8-9 p.m. ET/PT) special. Big Birthday Adventure also averaged an 8.1/1.1 million kids 2-5 (+305%), scoring the high-rated Dora primetime special in almost two years and the top spot in its time period with kids 2-5 and kids 2-11 on both broadcast and basic cable television. Dora the Explorer currently ranks as the number-one preschool program on all television.

Dora's Big Birthday Adventure was followed by the premiere of Dora the Girl Heard 'Round the World (9 p.m. ET/PT), a special 12-minute documentary short executive-produced by Academy Award(R)-nominated Brett Morgen (The Kid Stays in the Picture), which scored 2.3 million total viewers (+42%). The documentary featured commentary from Dora and her friends; the show's creators; and Anderson Cooper, Elisabeth Hasselbeck, Rosie Perez, Salma Hayek Pinault, Shakira, Soledad O'Brien, Sherri Shepherd, and more.

NickJr.com also scored its highest trafficked week in months due to special Dora anniversary-themed activities on the site, drawing 3.2 million unique visitors and 64 million page views in the week (8/9/10-8/15/10) leading up to the premiere of Big Birthday Adventure. Additionally, more than 30 million game sessions have been generated on NickJr.com by "Dora's Great Big World" online game and Dora-themed mini games.

Dora's Big Birthday Adventure will encore Wednesday, Aug. 18 - Friday, Aug. 20 at 8 a.m. ET/PT on Nickelodeon and on Sunday, Aug. 22, at 7 p.m. ET on Nick Jr.

Driven by its little Latina heroine and SpongeBob SquarePants-which snagged the top five telecasts for the week with kids 2-11- Nickelodeon notched another weekly win, as basic cable's number-one total day network with kids 2-11 (3.9/1.4 million, +11%) and total viewers (2.5 million, +16%).

Nickelodeon, now in its 31st 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. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).