MTV and search engine Baidu on Tuesday unveiled a venture to distribute music videos via the Internet in China, boosting the music video channel’s exposure in a market where regulation has limited its presence.
The companies said they will begin by offering 15,000 videos and MTV programs such as “Pimp My Ride,” charging for some, while others will be free. They also will distribute programs from MTV’s sister network Nickelodeon.
The deal lets MTV, a division of Viacom Inc., raise its profile in China’s fast-growing media market, while Baidu, China’s biggest search engine, expands its sideline in entertainment offerings.
“Expanding the reach of our brands and content through Internet and mobile is integral to our China strategy, and China is critical to our global digital strategy,” said Bill Roedy, vice chairman of MTV Networks, speaking at a news conference.
