MTV has agreed a deal with WebTVAsia to stream short-form video content, aimed at Generation Z in China.
The partnership will see WebTVAsia own the exclusive streaming rights to select made-in-China short-form content from the MTV library to be streamed on its partner platforms, like Tencent’s recently-launched Yoo Video in China.
Presently, MTV’s content is available only on the MTV China channel. This agreement by WebTVAsia and MTV means made-in-China MTV content and other clips with a youth and music focus like MTV music charts, brief artists’ interactions under MTV Star Explorers, music genres’ showcase, MTV News, pop culture features will be available on demand.
“The young generation is clearly watching more and more video via mobile, which is driving the popularity of short-form video apps in China, along with the growing demand for original short-form content,” said Pierre Cheung, senior vice president and general manager for Greater China at Viacom International Media Networks.
“Hence, as part of our strategy with Viacom Digital Studios International, we’re bringing the power and scale of Viacom’s global content engine to support the Chinese industry, starting first with our original made-in-China content for the Chinese.”
Viacom also signed a content streaming deal with iQiyi in August to stream Nickelodeon content on the Baidu-owned entertainment platform.