MTV Networks has inked a content and advertising alliance with Baidu.com (BIDU) to give Baidu's users easy access to 15,000 hours of MTV and Nickelodeon original video content and music videos.

Bill Roedy, President of MTV Networks International, commented, "This breakthrough relationship with Baidu delivers Chinese audiences a major digital platform for non-stop, 24-hour access to MTV and Nickelodeon programming content for the first time — from SpongeBob SquarePants, to Pimp My Ride, to MTV China's vast local original programming like MTV Tian Lai Cun and MTV Music Wire. This alliance with China's number one Internet search engine is also a key milestone in our digital media position in China and advances our long-term commitment to expanding our brands and local content in China."

MTVN China will provide four categories of content for MTV Zone on Baidu's portal. Content will vary in length, from 10 minutes to 30 minutes. Internet users will be able to access the high-resolution video content via viewing online, as well as downloading using Baidu's BaiduXsetup software that enables fast downloading.

Some downloaded content will require payment, such as music videos, while most will be downloadable free of charge after viewing advertisements. MTVN, Baidu, and where applicable, the record labels, share the revenues. MTV and Baidu also share ad revenues, and Motorola and Procter & Gamble's Rejoice brand have signed on as the first advertisers of MTV Zone downloads.

In addition, MTVN has signed licensing agreements with four of the top music companies in Mainland China, including EE Media, Modern Sky, Music Nation and Ocean Butterflies to enable MTVN to distribute music videos for emerging and established artists.