Chief of global media giant Viacom Sumner Redstone is paying a week-long visit to China in an attempt to clinch more deals with the world's largest emerging media market.

Redstone, Chairman and Chief Executive of the world's largest media and entertainment company, is visiting Beijing and Shanghai on his fourth visit to China since 1999.

Viacom is seeking a partnership deal with Shanghai Media Group during Redstone's latest China visit, to set up a television programming joint venture in China.

The 81-year-old media tycoon also took some time out to give a speech at Beijing's Tsinghua University on his new autobiography " A Passion to Win."

Last year, Viacom's MTV Networks became the first international channel to get so-called "landing rights" in south China's Guangdong Province.

In addition, Viacom's famous kids channel Nickelodeon has recently agreed with China Central Television to air its top rating cartoon series Cat Dog on the latter's newly opened children channel.

From: China Radio International

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