MTV, WebTVAsia, China collaboration
October 16, 2018
Colin Mann @ MIPCOM
Asian media entertainment group WebTVAsia has agreed a new MTV short-form content collaboration deal with Viacom International Media Networks, a division of Viacom Inc, aimed at delivering short-form videos to engage China’s Generation Z.
Under the agreement, WebTVAsia will have 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.
This marks the first time made-in-China MTV content and other clips with a youth and music focus, is made available on an on-demand video platform in China. The leading youth entertainment brand will deliver MTV 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, while delivering 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.”
“As a content creation company reaching audiences in China and Asia since 2005, we understand the culture and consumption trends of these markets,” added Fred Chong, Group CEO of WebTVAsia. “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.”