MTVN to Pimp China via Internet

MTV Networks climbed over the Great Wall, with help from (

The programmer and the Chinese-language search engine announced a venture to distribute music videos via the Internet in China.

The service will launch with 15,000 hours of MTV and Nickelodeon original video content and music videos licensed by five top Chinese and Asian music companies.

MTV will also the first-ever branded area featured on Baidu, MTV Zone, which will include advertising at launch by Motorola and Proctor & Gamble.

The companies will split advertising and download revenues.

“This breakthrough relationship with Baidu delivers Chinese audiences a major digital platform for nonstop, 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,” MTVN International president Bill Roedy said in a prepared statement.

“This alliance with China's No. 1 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," he added.