Viacom said on Tuesday that it had struck a deal to provide television and music video content to Baidu, one of China’s biggest and fastest-growing Internet companies.
The alliance between Viacom’s MTV Networks and Baidu.com, one of the world’s most heavily trafficked Web sites, is the biggest effort so far to introduce American television and entertainment content and programming into China.
The deal comes just two months after MTV Networks — which produces the MTV music video channel as well as Nickelodeon and popular cartoon programs like SpongeBob SquarePants — formed a similar alliance with Google to distribute advertising-supported video clips over the Internet.
“This is an extraordinary milestone for us,” said Bill Roedy, the head of MTV Networks International. “This gives us an amazing opportunity to tap into a new market.”