Net launches 'Back to True Music' campaign

BEIJING — MTV Networks China and Motorola China are launching the “Back to True Music” campaign, aimed at boosting interest in rock music in the country.

The campaign will include three live concerts featuring Taiwanese warbler Jay Chou and Cui Jian, widely considered the godfather of Chinese rock ‘n’ roll, as well as various local worthies including Zheng Jun, Yang Kun, Lao Lang and Wang Feng.

Rock music is not widely popular in China, where music fans tend to focus on Taiwanese pop and some local fare.

The gigs will take place in the cities of Qingdao, Hangzhou and Chengdu on June 22, 23 and 24, respectively, and will be jointly produced by MTV Networks China and Zhejiang TV.

One of the three concerts will premiere on MTV China’s 24-Hour Channel and will be syndicated throughout July, reaching an estimated 383.8 million households.

MTV has been relatively successful as a foreign outfit in penetrating China’s notoriously thorny TV market.

It is the only global brand with a 24-hour web in Guangdong Province — MTV China 24-Hour Channel is available to 13.8 million TV households in China. In addition, MTV also locally produces and syndicates programming in 459 cities across the nation, reaching more than 190 million households.

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