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

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.

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