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Cable television broadcasting industry

Baidu and MTV Partner to Offer Music Videos and Original Programmes in China

Strategic Insights

— 1 min read

Baidu.com, China's leading online search engine, has collaborated with Viacom's MTV Networks and Nickelodeon to distribute 15,000 hours of music videos and original programmes through its website. The two companies have set up an "MTV Zone" on Baidu's platform, allowing users to download or view content for free, with music videos available for purchase at two yuan per screening. This strategic partnership will enable both parties to share revenue from the co-operation, while also allowing for non-exclusive partnerships.

Key Takeaways:

  • Baidu and MTV have partnered to distribute 15,000 hours of music videos and original programmes in China, with the content available through Baidu's "MTV Zone".
  • The partnership will enable both parties to share revenue from the co-operation, with music videos available for purchase at two yuan per screening.
  • The agreement is non-exclusive, allowing both parties to add partners and expand their reach.
  • The partnership aims to compensate content owners and artists through revenue-sharing agreements.
  • Baidu has a 62% market share in the mainland search engine market in the first six months of the year.
  • MTV has expanded its mobile wireless service offering to users of China Unicom, through Nasdaq-listed service provider Linktone.
  • The partnership will also offer music from five Asian labels, including Richard Li Tzar-kai's Music Nation.

Statistics:

  • Baidu recorded a 174% surge in second-quarter revenue to 191 million yuan, compared with the same period last year.
  • Estimated revenue growth for the quarter to last month is 177% to 238 million yuan.
  • Baidu has a 62% market share in the mainland search engine market in the first six months of the year.
  • Google has a 25% market share in the mainland search engine market in the first six months of the year.
  • 15,000 hours of music videos and original programmes are being distributed through Baidu's website.

Sources:

  • Baidu.com
  • Viacom's MTV Networks
  • Nickelodeon
  • "Baidu and MTV launch Chinese MTV zone" - Baidu.com
  • "MTV to expand mobile wireless service in China" - Baidu.com
  • Linktone
  • China Unicom
  • China Mobile

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