Nickelodeon, one of the leading entertainment brands for kids worldwide, is expanding its reach into China as of May 1, 2001. After visiting Beijing for four days and meeting with China's president Jiang Zemin and other industry officials, Bill Roedy, president MTV Networks International, and Frank Brown, president MTV Networks Asia, made the announcement. Nickelodeon will co-produce a customized Chinese Nickelodeon programming block with Beijing Tanglong Culture Developing Corporation Limited, which will be distributed to 100 cable and terrestrial stations nationwide, reaching approximately 40 million households in a special Chinese language block. Nickelodeon's entry into China marks the thirteenth new market in the region since its Asian launch in 1998. Nickelodeon is currently available in India, Japan, the Philippines, Indonesia, Malaysia, South Korea, New Zealand, Papua New Guinea, Nepal, Bangladesh, Brunei and Singapore. Brown said, "We're really excited to be bringing Nickelodeon into China, this is a great first step. I'm sure Nick's kid-centric shows and award-winning programming will be well received by kids in China." MTV launched in China in 1995 and is seen in 54 million households via 37 cable systems. "Through MTV and Nickelodeon's customized Chinese programming, MTV Networks will continue to celebrate Chinese culture, and will provide a platform for China's exposure to other parts of the world through our global multi-media networks," explained Roedy. "China is critical to our strategy in Asia, which is the biggest and fastest-growing region of the world for MTV Networks International." MTV Networks also stressed that it is committed to expanding local partnerships to develop both MTV and Nickelodeon customized programming in China. Currently, MTV China features four live-action shows produced in China. MTV reaches more than 125 million households in 25 territories with 8 services in the Asia Pacific region. Nickelodeon currently reaches 44 million homes via 5 channels and program blocks in 13 Asian Pacific countries.