The only global brand to launch a 24-hour service in China, Viacom's MTV has been broadcast in south China's Guangdong Province since the start of the month.

MTV China has been available as a 24-hour channel in hotels and foreign compounds since 1995, while MTV-branded programming airs on terrestrial and cable channels across China, reaching 70 million households.

Now with the approval of China's State Administration of Radio, Film and Television, MTV has been granted rights to telecast a music channel 24 hours a day in the economically booming Pearl River Delta in southern China.

"MTV's launch in Guangdong is a new milestone in the long-term relationship between Viacom and China that extends our local production partnerships and opens up a vast potential audience for MTV Networks branded programming," said Viacom Chairman and Chief Executive Officer Sumner Redstone.

The Chairwoman of MTV China, Li Yifei, said: "The 24-hour MTV channel will offer local content that caters specifically to the music tastes and culture of young people in China."

Currently, MTV Networks distribute China's English language channel CCTV 9 to hotels across the United States.

In a separate agreement, Nickelodeon will co-produce and distribute Chinese language Nickelodeon television series on DVD/VCD with the Shanghai Audio & Video Publishing House (SAVP).

Nickelodeon programs are currently seen via terrestrial and cable channels reaching 50 million households in China.

"We look forward to introducing many new Nickelodeon properties to China, including Nickelodeon's signature animation," Redstone said.

Nickelodeon is currently seen via cable and terrestrial channels in 61 cities across China.

(China Daily April 8, 2003)