EMI is to
provide its complete catalogue of local recordings free of charge in China,
under a deal with Chinese web search leader
Baidu.
The new agreement represents a remarkable about-face for the two companies,
which have been locked in a legal struggle over alleged music piracy connected
to Baidu's music file search services.
Baidu will now add a new 'EMI Music Zone' to its music and MP3 search pages,
allowing visitors to listen to any track from any of EMI's Chinese language
artists free of charge.
This catalogue includes popular performers from China, Taiwan, Hong Kong and
Singapore.
Listeners will be "exposed to internet advertising", but the announcement did
not explain what form these adverts will take.
Baidu signed a deal with
MTV
Networks in October to
distribute
MTV programming online in China. Some of this MTV content is provided free
of charge, supported by advertising on the site and inserted into programmes.
"The co-operation between Baidu and EMI also moves us towards jointly
controlling digital piracy, something that is important to EMI in the Chinese
digital music market," said Norman Cheng, chairman of EMI Music Asia.
The music will be streamed and played on demand, and users will not be able
to download music tracks to their PCs.
While this provides a degree of protection against illegal copying, various
simple techniques exist that can make copies of streamed audio and video.
According to some local press reports, EMI will now drop out of a joint
record company suit against Baidu.
The ongoing legal action faults Baidu for its popular music search site which
links to unlicensed MP3s and other music files. The action suffered a setback in
November when a local court in China rejected the claims.
The
International
Federation of the Phonographic Industry, which represents music labels
including EMI, stated that it would appeal against this decision.
"We believe that this partnership with EMI will drive value for Baidu users,
content providers and advertisers. It also sets the stage for future
co-operation between the internet and music industries," said Baidu co-founder
and chief executive Robin Li.
Cheng added: "Our co-operation with the largest Chinese search engine is also
part of EMI's strategic roadmap to expand digital music development across the
region."
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