2010 Nickelodeon Kids' Choice Awards
2010 Kids' Choice Awards

RELEASES

Platinum Recording Artists Rihanna and Justin Bieber to Perform Live at Nickelodeon's 23rd Annual Kids' Choice Awards Airing Saturday, March 27 from Los Angeles

Kids Can Enter the All Access Sweepstakes with Justin Bieber For a Chance to be Bieber's Special Guest at the Show

LOS ANGELES, Calif. – Feb. 25, 2010 – International superstar Rihanna and teen pop-sensation Justin Bieber will pump up the volume at Nickelodeon's 23rd Annual Kids' Choice Awards hosted by actor/comedian Kevin James, airing live from UCLA's Pauley Pavilion in Los Angeles on Saturday, March 27 (8-9:30 p.m. ET/PT). The annual award show has emerged as one of the biggest events in Hollywood, boasting a massive popular vote and sweeping audience participation. It's the only award show that gives kids the power to vote for their favorites in movies, television, music, sports and much more – and honors their opinions with a live show filled with the stars they love.

In addition to seeing Bieber perform at the slime-filled celebration, one lucky kid will win the once-in-a lifetime opportunity to be his special guest at the show as part of Nickelodeon's "All Access Sweepstakes with Justin Bieber." From Wednesday, March 3 through Wednesday, March 10, kids can log onto www.Nick.com/kca10 and enter for a chance to win a trip for four to Los Angeles, which includes tickets to the show, an invitation to walk the famed Orange Carpet, exclusive access to Bieber's pre-show rehearsal and a private meet-and-greet with the star.

"This is the biggest TV event of the year for kids and we are thrilled to have megastars Rihanna and Justin Bieber to perform for them live," said Paula Kaplan, Executive Vice-President, Talent for Nickelodeon and an Executive Producer of the show. "It is going to get loud, and in true Kids' Choice tradition, these performances will be something our audience will never forget."

From her Caribbean roots to the top of the charts, the runways of Paris and Milan and some of the biggest stages in the world, the 22-year-old, Barbados-born beauty Rihanna has already earned the coveted title of international superstar. From her breakthrough multi-platinum album A Girl Like Me to her ubiquitous global smash Good Girl Gone Bad, in just a few short years, Rihanna has helped redefine the path of popular music for a new generation. Now, she continues that musical and stylistic journey on one of the most critically acclaimed new albums this year, her fourth original studio album, Rated R. Rated R debuted at #1 on the Billboard R&B album chart and features the smash singles "Russian Roulette,""Hard" and "Rude Boy."

In less than a year, 16-year-old pop sensation Justin Bieber has become a YouTube phenomenon, signed contracts with Usher and L.A. Reid, and created nothing short of mania with his young fans, dubbed "Bieber-fever." His debut album My World was released in November and went platinum in just four short weeks. Next up is his hotly-anticipated sophomore album, My World 2.0, due in stores March 23rd. My World 2.0 rewards Bieber fans with 10 all-new songs, including the lead single, "Baby" featuring Ludacris, which is sky-rocketing to the top of the radio and iTunes charts. Look for Justin Bieber on a worldwide tour coming this summer.

Nickelodeon's 2009 Kids' Choice Awards was the highest rated to date, shattering all previous records with kids, tweens and total viewers. Almost 8 million total viewers tuned in for the show, with a record-breaking 91 million votes cast across Nick's digital platforms, leading www.Nick.com to its highest trafficked day ever in visits, uniques and page views.

Kids can currently cast their vote online at http://www.nick.com/kca10 in a total of 19 categories. Surprise awards also will be announced during the show. Kids also will be able to vote via the Nick mobile website (wap.nick.com) and through a KCA iPhone app.

Leading up to the award show, the Kids' Choice Awards website on Nick.com will feature clips and photos from past awards shows, current promotions for the 23rd Annual Nickelodeon's Kids' Choice Awards, dedicated information pages on the host and nominees, digital Fan Kits, behind-the-scenes video of stars prepping for the KCAs and three new KCA-themed online games.

On March 27, Nick.com will serve as the interactive second-screen experience for all things Nickelodeon's Kids' Choice Awards, giving kids an insider's look at the entire live event and from the orange carpet. Exclusive Nick.com webcams will give kids control of their viewing experience, and will be featured alongside celebrity tweets, interactive polls, and real-time updates and photos from the event. Kids can also access the webcams through the KCA 2010 iPhone app. The online experience will also feature an audience meter that tracks audience reactions throughout the webcast. After the show, kids can catch all the KCA highlights on the website.

Nickelodeon's Kids' Choice Awards will be simulcast on FLO TV's mobile streaming service, and will be available on Video On Demand beginning March 28. KCA clips and shorts will also be available on Nickelodeon's mobile VOD and online syndication partners.

The U.S. Nickelodeon Kids' Choice Awards is broadcast in more than 300 million households across Nickelodeon's international channels. For the first time ever, the Nickelodeon Kids' Choice Awards will be simulcast on Nickelodeon in Canada, and special localized versions of the show will also be created and aired across Europe. Fans in multiple markets will have the opportunity to vote online for their favorite local stars in region-specific categories.

Nickelodeon's 23rd Annual Kids' Choice Awards is being produced by Nickelodeon Productions in association with Bob Bain Productions. This year's telecast will feature Saturday Night Live veteran Beth McCarthy as director. Bob Bain, Marjorie Cohn and Paula Kaplan are executive producers. Media outlets can reference the most up-to-date information on Nickelodeon's 23rd Annual Kids' Choice Awards by logging onto www.NickKCApress.com.

About Nickelodeon

Nickelodeon, now in its 30th 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 almost 100 million households and has been the number-one-rated basic cable network for 15 consecutive years. For more information or artwork, visit www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).