Viacom to broadcast content on China’s Baidu

news
Oct 18, 20061 min

First-of-its-kind agreement will make MTV and Nickelodeon content available to Chinese viewers

Viacom’s MTV Networks and Nickelodeon will make 15,000 hours of their content available in China via Baidu Inc.’s Web site, the companies announced Tuesday.

Both English and Chinese-language programs will be available, including Nickelodeon’s “Sponge Bob Square Pants” and MTV’s “Pimp My Ride,” along with programs produced locally for Chinese audiences.

The agreement is the first of its kind in China, but Viacom has similar agreements elsewhere in the world with Google and AOL.

Viacom said that some of the content will be sold through Baidu, one of China’s most popular sites, with the rest available for free and supported by advertising. All the paid content will be music-related, as Baidu, the record companies and MTV would share the revenues, Viacom said. It did not specify pricing for paid content, nor did it detail the revenue split.