China website distributes music videos and original shows for share of revenue Baidu.com, the mainland's largest online search engine, has begun distributing through it website 15,000 hours of music videos and original programmes from United States media conglomerate Viacom's MTV Networks and Nickelodeon cartoon station. As part of the agreement, Baidu has set up an 'MTV Zone' on its website from which users can download or view the content. MTV and Nickelodeon shows, sponsored by the likes of handsets maker Motorola, can be viewed for free, while music videos are being sold at two yuan per screening, information on the website shows. Baidu and MTV will share revenue from the co-operation. The alliance is non-exclusive, meaning both parties can add partners. The new venture will also offer music from five Asian labels with which MTV signed licensing agreements yesterday, including Richard Li Tzar-kai's Music Nation, the producer of Aaron Kwok. 'This is a first-of-its-kind alliance with MTV Networks, and we hope such an alliance will let content owners and artists be compensated through the revenue-sharing agreement. This also helps advertisers reach the online youth segment in China,' said Baidu chairman Robin Li. Market watchers commented that the deal should help strengthen Baidu's leading market position. 'The new alliance can increase the stickiness of users to Baidu,' said an analyst covering the company. Baidu had a 62 per cent market share in the mainland search engine market in the first six months of this year, while US giant Google had 25 per cent. Nasdaq-listed Baidu recorded a 174 per cent surge in second-quarter revenue to 191 million yuan, compared with the same period last year. It estimated that revenue will grow 177 per cent to 238 million yuan for the quarter to last month. Both parties declined to estimate how much revenue or new customers will be generated by the project. Bill Roedy, president of MTV Networks International, said the content offering on Baidu did not need approval from the central government. MTV yesterday also announced that it will expand its mobile wireless service offering to users in the mainland's No2 operator, China Unicom, through Nasdaq-listed service provider Linktone. The company had begun working with Unicom's only rival, China Mobile, last year. 'We do want to expand our coverage from traditional media such as television to other emerging media platforms such as mobile phones and the internet,' said Mr Roedy.