Viacom International Media Networks and Italy’s De Agostini Editore have entered into a joint-venture that will see the American media conglomerate take a 50% stake in free-to-air kids TV channel Super!

VIMN’s CEO David Lynn said in a statement that pay-TV partnerships are a priority for Viacom, but free-to-air distribution helps grow ratings and revenue in TV markets where that type of channel is predominant.

Viacom also owns and operates two other free-to-air digital terrestrial TV channels in Italy, Paramount Channel and VH1. Paramount Channel launched in February 2016 and since then has amassed an average monthly reach of almost 30 million viewers, up by more than 19 million.

The conglomerate has also expanded its local advertising sales options with VIMN Pubblicita and Brand Solutions, signing deals to represent TV channels owned by Scripps Networks Interactive, De Agostini Editore and Sony, along with its own channels distributed on Italy’s pay-TV platform Sky–MTV, Comedy Central, Nickelodeon and Nick Jr.

In other Viacom news, the company has entered into an agreement with Ohio-based hoopla digital. Hoopla will add Viacom shows to its mobile and online service for US public libraries. The kids content offerings include PAW Patrol, SpongeBob SquarePants, Blue’s Clues and Dora the Explorer. Users of hoopla digital can download and stream the content on their smartphones, tablets and computers.