The anecdote could serve as an example of just how breakthrough the cartoon about a character living under the sea has become since its summer 1999 debut. While the show has been a revenue boon for Nickelodeon, given its appeal to kids, Viacom is producing a documentary that likely will resonate in a cross-generational way.
A documentary is in the works chronicling the show's first decade and success in becoming a pop-culture mainstay. The one-hour production is set to air across the MTV Networks family--where Nick sits within Viacom--in July, to coincide with the 10th anniversary. Viacom offered no further details--but TV Land, Comedy Central and VH1 would seem to be likely distribution outlets.
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The documentary's title has not yet been decided; it will come from the production company O'Malley Creadon.
"SpongeBob," which started as a Saturday-morning show, is now a near-daily presence--often with multiple episodes--on Nick. The brand has spawned games, spongebob.com, consumer products and other ancillary revenue streams.
Nick says it draws 70 million viewers a month and is the top animated program for kids ages 2 to 11.