Using MTV Zone, China’s online viewers will be able to download 15,000 hours of MTV and Nickelodeon original licensed video content and musicvideos for online viewing or download through www.baidu.com.

MTV Zone is the first-ever branded area on Baidu, the Chinese-language search engine that is the world’s fourth-most accessed Web site, worth around $3 billion.

Content on Baidu’s MTV Zone on Baidu’s portal will include locally produced skeins such as “MTV Music Wire,” “MTV Chart Countdown” and local music show “Tian Lai Cun”; MTV reality skeins “Pimp My Ride,” “Cribs” and “Laguna Beach”; and Nickelodeon children’s shows such as “SpongeBob SquarePants” and “Dora the Explorer.”

MTV Zone will also show musicvideos from four Chinese labels - EE Media, Modern Sky, Music Nation and Ocean Butterflies, as well as video content from indie label Avex Group, which represents many artists with strong pan-Asian appeal.

Deal marks a significant strengthening of MTV Networks in the Chinese digital market and fits with Viacom’s strategic aim to expand its digital and international business as cable ad growth slows in the US.

“This alliance with China’s (top) Internet search engine is 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,” commented MTV Intl. veep William Roedy.

Baidu topper Robin Li said the revenue share deal offered exciting new opportunities for advertisers to reach the online youth demographic in China.

“We’re excited to expand our powerful online entertainment platform at Baidu through this first-of-its-kind alliance with MTV Networks,” he said.

© Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

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