SATELLITE & CABLE: CCTV: a tale of two music award shows

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