Channel V has teamed up with CCTV to produce and present the
Chinese Music Awards in China.
The deal is a non-exclusive agreement and does not include any ad
revenue sharing.
Meanwhile, CCTV has also tied up with MTV to co-produce MTV-CCTV Music
Honour with the positioning to honour Chinese music talents.
An MTV spokesperson said the network will continue to stage the Music
Honour with the partnership of CCTV 3, a relationship that began in
1999.
"CCTV is such a big network in China and it's unusual to have different
arrangements among its different channels," said the MTV
spokeperson.
Channel V Chinese Music will be staged on January 17 in Beijing and its
first broadcast will kick off on January 24.
The award show will be scheduled to air on CCTV1, 3 and 4, as well as 30
cable channels, nine terrestrial stations in China, and Channel V
itself.
Previously partnered with Beijing Cable Television in 2000, Channel V's
music award is the first this year that will be co-produced and
distributed by the national network CCTV.
Channel V commerical director Jasper Donat said size and reach both in
China and outside Asia were the main factors behind the partnership.
Advertising sales have so far grown by 30 per cent for the show,
compared to last year. Mr Donat said that more advertisers will be
expected in the short term.
This year's music award will be presented by Netease with Cadbury, Pepsi
Shoe and Kymco as associate sponsors, and Swissotel as official
hotel.
Voting by the viewers has started on the websites of CCTV, Channel V,
Netease, and through live events and public places.
