The brand launched in 1999 as a joint venture between MTV Networks (owners of Nickelodeon) and Sesame Workshop.
The channel's schedule was divided into two blocks: one for older children and teenagers, and one for preschoolers.
[2] For its first three years, the older-skewing block made up most of Noggin's schedule, and the preschool shows were limited to the morning hours.
[3][4] Sesame Workshop eventually sold its stake in Noggin in August 2002, but it continued to co-produce new content for the brand until 2009.
Reruns of series from Sesame Workshop's content library were shown as a staple of Noggin from 1999 to 2005.