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MTV Partners With WebTVAsia In China Content Distribution Deal

MTV announces ‘on-demand’ deal with WebTVAsia for short-form content collaboration to tap China market.

MTV Announces Collaboration with WebTVAsia at MIPCOM

L-R: Mark Whitehead, MD & President of Viacom International Media Networks, Asia Pacific; Pierre Cheung, SVP & GM of VIMN Greater China; Lee Hua Ling, CEO of WebTVAsia Greater China; Fred Chong, Group CEO of WebTVAsia. MTV Announces Collaboration with WebTVAsia at MIPCOM

WebTVAsia has announced a new MTV short-form content collaboration deal with Viacom International Media Networks at a joint announcement at MIPCOM today.

Aimed at delivering short-form videos to engage China’s Generation Z today, the agreement confirms MTV’s interest to expand its content in one of Asia’s leading music market – China.

WebTVAsia manages over 3,000 premium video channels that command 270 million subscribers globally with 25 billion minutes of watch time every month. This partnership will allow WebTVAsia exclusive streaming rights to select made-in-China short-form content from the MTV library to be streamed on WebTVAsia’s partner platforms in Mainland China. At this initial stage, the made-in-China content is made available first on Tencent’s recently-launched Yoo Video, a short-form video app.

With WebTVAsia already as official partner of Tencent, Alibaba’s Youku-Tuduo, Baidu, Bytedance’s Jinri Toutiao and NetEase, this collaboration will also see the distribution of MTV’s made-in-China music-based programming content including MTV music charts, brief artists’ interactions under MTV Star Explorers, music genres’ showcase, MTV News, pop culture features, and new short-form content over time. Prior to this deal, MTV content was available only via the MTV China channel.

“The young generation is clearly watching more and more video via mobile, which is driving the popularity of short-form video apps in China, along with the growing demand for original short-form content,” said Pierre Cheung, Senior Vice President and General Manager, Greater China, Viacom International Media Networks.

“Hence, as part of our strategy with Viacom Digital Studios International, we’re bringing the power and scale of Viacom’s global content engine to support the Chinese industry, starting first with our original made-in-China content for the Chinese,” he added.

“As a content creation company reaching audiences in China and Asia since 2005, we understand the culture and consumption trends of these markets. Hence, our unique leading position bridging China partners like Tencent, Baidu, Toutiao, NetEase, Weibo, Youku and iQIYI to global content partners. I’m pleased to be partnering VIMN in expanding business together in China.” Fred Chong, Group CEO of WebTVAsia

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