MTV Networks Announces Online Content Download Deal in China

BEIJING, October 17: MTV Networks has entered into an
alliance with leading Chinese search engine Baidu.com that grants the country’s
123 million Internet users access to 15,000 hours of MTV and Nickelodeon
content as well as music videos from five Asian labels.

As of today, the content will be available for online
viewing or download from Baidu.com. MTVN China will provide four categories of
content for MTV Zone on Baidu's portal, including MTV China's locally produced
shows such as MTV Music Wire, Tian Lai Cun, MTV Chart Countdown, MTV
English, MTV Mega Star and MTV China's live
music events; hit MTV reality shows like Pimp My Ride, Cribs and Laguna Beach; key Nickelodeon shows such as SpongeBob
SquarePants, Dora the Explorer, Unfabulous and Drake & Josh;
and music videos from four Chinese labels—EE Media, Modern Sky, Music
Nation and Ocean Butterflies—as well as one Asian label, Avex Group. Content
will vary in length, from 10 minutes to 30 minutes. Some downloaded content
will require payment, such as music videos, while most will be downloadable
free of charge after viewing advertisements. MTVN, Baidu, and where applicable,
the record labels, share the revenues.
MTV and Baidu also share ad revenues, and Motorola and Procter &
Gamble's Rejoice brand have signed on as the first advertisers of MTV
Zone downloads.

"This breakthrough relationship with Baidu delivers
Chinese audiences a major digital platform for non-stop, 24-hour access to MTV
and Nickelodeon programming content for the first time—from SpongeBob
SquarePants, to Pimp My Ride, to MTV China's vast local original programming like
MTV Tian Lai Cun and
MTV Music Wire,” commented Bill Roedy, the
vice chairman of MTV Networks and president of MTV Networks International.
“This alliance with China's number one Internet search engine is also a key
milestone in our digital media position in China and advances our long-term
commitment to expanding our brands and local content in China."