Viacome will become the latest media company to venture outside of the cable companies when it announced that its Nickelodeon group will launch a subscription based video service for consumers who aren’t pay-TV customers.

Viacom’s Chief Executive Philippe Dauman said, “We believe this innovative service, which will have a distinct brand and will target the fast-growing mobile market, will be very attractive for parents and children”.

The service will be launched in March.

Viacom is not the first company to announce a subscription service to consumers. Both Time Warner Inc.’s HBO and CBS Crop. have announced that they will be offering similar subscription services recently.

This is a big move for Nickelodeon as both Netflix and Amazon have been building libraries of kids shows, which suggests that their is a market to be won.

Nickelodeon’s subscription service will be focusing on serving mobile devices, according to Variety. It’s still unclear if the service will also allow subscribers to watch shows on their computers.

Nickelodeon’s ratings in its target demographic are down 32% so far this season, so this could be Viacom seeking a way to boost the percentage of advertising sales that don’t depend on traditional ratings from Nielsen.