Nickelodeon to launch cable-free app for kiddie shows

SpongeBob is cutting the cord.

Viacom-owned Nickelodeon, home to kiddie hits like "SpongeBob SquarePants" and "Dora the Explorer," is launching a new stand-alone streaming service that won't require a cable subscription.

Details of the direct-to-consumer app for mobile users — which follows similar initiatives from HBO and CBS — will be revealed at Nickelodeon's "upfront" presentation for advertisers next month.

Although the service will be launched by Nickelodeon, it won't be branded as such, according to Viacom CEO Philippe Dauman, who announced the new offering Thursday during the company's fourth-quarter earnings call.

Dauman wouldn't reveal if the service would be ad supported even though it will be pitched to a Madison Avenue crowd.

There are strict rules on both advertising to children and data collection. The Federal Trade Commission requires Web sites to get parental consent from children under 13 before sharing their personal information.

Viacom's service is one of a growing number of "over-the-top" initiatives that see programmers going it alone to reach viewers online.

CBS offers CBS All Access, a pay-TV free digital venue for seeing its shows. HBO's new non-cable service is expected to launch in the spring, likely around the new season of "Game of Thrones."

NBC, ABC and Fox offer their shows through online TV hub Hulu.

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