MTV, CCTV launch joint video site

'SpongeBob' moves in first deal with statecaster

央视与尼克设立国际合作视频网站，“海绵宝宝”启动中国市场战略。凭借尼克少儿频道的经典内容和央视网强大的传播能力和技术平台，尼克中文官方网站将成为小朋友非常乐意光顾的网络乐园。

By Jonathan Landreth

February 5, 2010, 09:28 AM ET

BEIJING -- MTV Networks China has moved its "SpongeBob SquarePants" streaming videos over to a co-branded China Central Television Web site in a bet that it's safest to work with a state-run broadcaster while regulators sort the ways of the Web.

Online video in China, where there are 380 million Web surfers, holds great potential for advertisers, but the space also is riddled with pirated content and overshadowed by a government that blocks sites such as Google's YouTube.

Mei Yan, MTV Networks China general manager, agreed that the launch Thursday of the new Chinese-language site -- nick.cctv.com -- to feature Nickelodeon content just seven months after the launch of an earlier, independent site, had a lot to do with the partner.

"You bet," she said, adding: "CCTV's strong on intellectual property protection and, in China, you have to partner with the right people."

The new site makes MTV Networks the first international broadcaster to provide online video content in China with the blessing of the one-party government.

Analysts say that's a good place to be as regulators crack down on Internet businesses of all stripes and keep a close eye on all media.

"When the dust settles, the big state broadcasters such as CCTV and the Shanghai Media Group will be left standing," said David Wolf, an independent Beijing-based media analyst. "This new site is an astute move on the part of MTV and Viacom.

On television, from Nov. 2009-Jan. 2010, "SpongeBob" was the No. 3 highest-rated program in its time slot on CCTV's flagship channel, CCTV1, according to CSM Media Research, CCTV's joint-venture media ratings firm with Taylor Nelson Sofres.

The show currently broadcasts daily to over 300 million homes on CCTV1 and the children’s channel, CCTV14.  These channels will promote the new web site, as will CCTV.com's cartoon channel, where 40,000 videos streamed by the end of 2009.

"CCTV and Nickelodeon have worked together to make 'SpongeBob SquarePants' a smash hit on television and now we're looking forward to building upon that success for Nickelodeon properties in the online environment," Mei said in a statement released on Friday.

The two companies said their new co-branded Web site will be advertiser supported. "MTV will bring its expertise to bring advertising into the partnership" with the state-run company, Mei said over the telephone.

Last June, MTVN China launched an earlier Chinese-language SpongeBob site -- Haimianbaobao.net -- drawing its name from its soggy hero's Mandarin moniker. That site was an "experiment," said one of Mei's colleagues. As such, MTVN did not sell advertising on the site and would not disclose the volume of its regular Web traffic.

MTVN's online partnership with CCTV is not exclusive and the U.S. company will continue to work with other Chinese partners, Mei said.

Wang Wenbin, CCTV.com's general manager, said the nick.cctv.com Web site "will become the online destination for Chinese children." Now active, the site features Nickelodeon online games, personal computer wallpapers and streaming "SpongeBob" episodes. Later this year, it will add Chinese streams of programs such as "Dora the Explorer" and "CatDog."

SpongeBob leaps forward in Chinese internet

海绵宝宝进军中国互联网市场。尼克中文官网开通后，将依托央视网及中国网络电视台的传播优势，将尼克少儿频道的优秀资源介绍给中国的广大用户。

MTV Networks has become the first international broadcaster to provide officially sanctioned online video content in China, with a new Nickelodeon online joint venture.

In collaboration with the internet arm of Chinese state broadcaster CCTV, MTV Networks China has launched nick.cctv.com, the first co-branded website to offer video streaming of Nickelodeon content to Chinese audiences.

The advertiser-supported site will launch with a variety of original Nickelodeon content including online games, wallpapers and episodes of SpongeBob SquarePants available for streaming. Later this year, episodes of Dora the Explorer and content based on other Nickelodeon properties including CatDog will be featured on the site.

Nick.cctv.com will be promoted to a television audience of over 300 million households on CCTV1 and 250 million households on children’s channel CCTV14.

SpongeBob SquarePants is already broadcast on CCTV1 and CCTV14. From November 2009 to January 2010, the show was the third highest rated programme on CCTV1, attracting an audience of more than 12.2 million viewers and an 9.24 share of viewers aged 4-14 according to CSM Media Research.

Mei Yan, Managing Director of MTV Networks China, said: “The co-branded site will allow on-demand access to a range of Nickelodeon content including video streaming of our biggest hits, marking a historic first for an international broadcaster in China. As one of the world's leading kid’s entertainment brands, we will work closely with CCTV.com to make this platform a fun and interactive way for Chinese audiences to engage with Nickelodeon.”

Wang Wenbin, General Manager of CCTV.com, said: “The platform nick.cctv.com will take full advantage of CCTV.com’s state-of-the-art technology, providing streaming, on-demand, and interactive broadcasting of video along with many other services. By virtue of Nickelodeon’s popular content and CCTV.com’s strong communication capacity and technological platform, we believe nick.cctv will become the online destination for Chinese children.”

And there is likely to be more to come from MTV Networks in China. Indra Suharjono, Executive Vice President and Managing Director, MTV Networks North and Southeast Asia, added: “Our relationship with CCTV goes from strength to strength, and I couldn’t be more pleased to make this historic move with such esteemed partners as CCTV.com. We hope to continue to make such historic strides within China, bringing our content to more platforms across the mainland.”

© Rapid TV News 2010

China OKs Nick-branded Web Site

尼克品牌网站进入中国市场。

Tuesday, February 09, 2010

MTV Networks China and CCTV.com have teamed up to launch an online destination in China featuring Nickelodeon-branded streaming video at Nick.CCTV.com.

According to Cynopsis Kids, the site will be supported by advertising and include at launch episodes of SpongeBob SquarePants, online games and wallpapers, with additional series such as Dora the Explorer and CatDog to be added later this year.

The site will be promoted on CCTV, which reach an audience of more than 300 million households through the main CCTV1 channel and 250 million households on its children’s channel, CCTV14

The deal is the first in which an international broadcaster has been given an official sanction to provide online content in China.

Nick partners CCTV for China video site

由MTV全球电视网旗下的尼克少儿频道和央视网动画频道共同搭建并合作运营的尼克中文官方网站(nick.cctv.com/)正式上线。