MTV Networks Vice Chairman Bill Roedy announced several new developments for its businesses in China, including a strategic partnership for digital music content with the world's 2nd largest mobile player, China Mobile.

"Launching an MTV-branded service with China's leading mobile company and premiering the first content produced through our HAHA Nick joint venture with SMG are strategically significant developments for MTV's and Nickelodeon's positions in China," commented Roedy. "China has the creative talent to become one of the world's leading animation hubs, and HAHA Nick is tapping into the local industry to produce high quality programming that can be showcased in China and around the world."

In a press conference in Beijing, Roedy and China Mobile Deputy CEO Lu Xiangdong announced that MTV Music Zone, a subscription-based music service, would launch on 1st May as part of China Mobile's Monternet service's new music platform MO Music Channel. China Mobile's more than 200 million subscribers will be able to access MTV-produced music charts and entertainment news, as well as download music ringtones and ringback tones. MTV will also be Monternet's exclusive promotional partner for its new Ringback Tone Chart through both MTV's 24-hour channel in Guangdong and its syndicated programming, which reaches 138 million TV households across China. In addition, MTV will create two new awards for its 7th annual Mandarin Music Honors (MMH) awards show in June – Best Wireless Artist and Best Wireless Song. The MMH show, a co-production with Chinese Central Television (CCTV), is China's premiere annual music awards event.

MTV Networks Asia Pacific President Frank Brown added: "A strong digital proposition is critical to MTV's growth in China, given the integral role of mobile phones in young people's lives. Through our strategic alliance with China Mobile, we look forward to exploring how we can work together to bring innovative music and entertainment experiences to more than 200 million mobile users across China."