MTV Exporting Pimped Rides To China
MTV Networks and Baidu (aka “the Google of China”), have announced a partnership to offer more than 15,000 music videos, mostly from Chinese artists, and TV shows like the Chinese-language version of the “Pimp My Ride” car overhaul show to Chinese Internet users. MTV and Baidu will charge for some videos, and will stream others for free, supported by advertising. Both companies will split the ad revenues 50/50 and share download revenues with content partners.
“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 MTV vice chairman Bill Roedy at a news conference. He also said that it would be difficult to get Chinese internet users to pay for video downloads, since China is plagued by video piracy. He also said that most MTV content would be supported by advertising. Purchased downloads will use Baidu’s online payment system.
According to government regulations, MTV reaches only 13 million households via cable TV in the southern province of Guangdong. Baidu, the number one search engine in China reaches 123 million users.
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