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MTV, Baidu in Content Pact

The deal will bring 15,000 hours of MTV and Nickelodeon shows to the Chinese market.
Author:

Viacom's

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MTV Networks signed a deal to distribute content and videos to Chinese search engine

Baidu.com

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as part of an effort to expand its reach in the tightly regulated country.

The partnership will bring 15,000 hours of MTV and Nickelodeon video content to Baidu, ranging from shows like "Dora the Explorer" to "Pimp My Ride." MTV will provide the first-ever branded area on Baidu, called "MTV Zone."

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Some downloaded content will require payment, such as music videos, while most will be free of charge after viewing advertisements. MTV, Baidu, and where applicable, the record labels, will share the revenue. MTV and Baidu also will share ad revenue.

Baidu is considered to be the leading search provider in China, which has about 123 million Internet users. In addition to providing content to Baidu, MTV also has deals in place to provide content to mobile phone companies

China Mobile

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and

China Unicom

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.