Viacom extends China reach
27 September 2004
US-based media group Viacom has announced new deals extending its reach into China, including a partnership with Beijing Television (BTV) and a broadening of coverage for its MTV music channel, boosting its reach from around one million to three million households in Guangdong province. Viacom Chairman and CEO Sumner M. Redstone said the strategic partnership with BTV would produce Chinese language music and entertainment programs. Another agreement with national broadcaster CCTV will see Viacom's Nickelodeon producing programs for the children's channel, CCTV-12, launched earlier this year. Last week Viacom's efforts to co-produce programs with Shanghai Media Group became bogged down after regulators failed to make scheduled changes to regulations allowing the co-venture to go ahead.