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Digital Music Deal in China

January 16, 2007

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Baidu.com, the leading Chinese language Internet search provider and EMI Music, have announced a pioneering strategic partnership to launch an advertising-supported online music streaming service in China, a revenue-sharing arrangement between an internet search engine and an international music company in the country. EMI and Baidu have also agreed to explore developing advertising-supported music download services.

Baidu will set up a special ‘EMI Music Zone‘ in its music search channel which will legally stream all of EMI Music‘s Chinese repertoire, including recordings from artists such as Jolin Tsai (Taiwan), Stephanie Sun (Singapore), David Tao (Taiwan), Sandy Lam (Hong Kong) and Richie Ren (Taiwan).

While consumers listen to the music for free they will be exposed to internet advertising, and EMI and Baidu will share the revenue generated by the advertising, a pioneering approach to monetising and promoting digital music in China.

Baidu is the largest internet portal in China and the fourth largest in the world. According to the 2006 report from the official China Internet Network Information Center, Baidu has a market share in overall search of 62.1%, while the latest report from iResearch, a leading market research company for China’s internet industry, calculates that the company has an 84% share of music searches.

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