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Viacom’s alliance with BTV will produce Chinese language music
and entertainment programming. These will be distributed to BTV’s
channels, as well as to other channels across China and around the
world.
This deal follows the company’s announcement in March of China’s
first production joint venture through Shanghai Media Group (SMG),
to create Chinese language kids programming for distribution in
China and abroad. The Viacom/SMG JV has since moved forward on developing
its first productions, and expects the programming to launch early
next year.
As part of Viacom’s global commitment to fighting HIV/Aids, MTV
China has rolled out its first locally produced awareness and prevention
campaign over the past month with a public service announcement
(PSA) Ninja: The Enduring Master . It also launched a Mandarin
language version of MTV International’s HIV/Aids information Web
site, www.staying-alive.org.
The Ninja spot has aired on MTV China, as well as on its syndicated
programming blocks, which reach 117 million cable and terrestrial
TV households across China. CCTV has extended its deal with Nick
following the success of CatDog and The Wild Thornberrys..
Nielsen data indicates that the shows managed to get an average
share of 5.6 and 5.3 for the Kids 4-9 age group. In addition, discussions
are underway for agreements between the two companies, including
CCTV-produced kids content to air on Nickelodeon channels outside
of China and further Nickelodeon programming and licensing deals
for CCTV’s kids channel.
Redstone added, "Our announcements highlight Viacom’s ongoing
commitment to celebrating Chinese culture around the world. China’s
rich and vibrant creativity is under-exposed outside of China, Viacom
sees significant opportunities for facilitating cultural exchange
between China and other countries around the world particularly
in the US."
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