Viacom is strengthening the presence of Nickelodeon in the Germany, Austria and Switzerland markets, making the kids’ TV channel a 24 hour service.

Nickelodeon is currently airing from 6am to 8:15pm, sharing with Comedy Central. The change to a 24 hour service will happen in October.

“We want to become the essential content hub for Millennials in Europe,” said Magnus Kastner, the executive VP and managing director of Viacom International Media Networks Northern Europe. “Extending Nickelodeon’s presence as a 24/7 channel dedicated to kids and an additional youth target group is an important strategic move in realizing this goal.”

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