Mei Yan, the chief executive officer of MTV China (4th from Left) and Chinese musicians, including China's "Father of Rock" Cui Jian (4th from Right), rising pop singer Zhang Liangying (2nd from Right) and veteran singer Wang Feng (3rd from Right) jointly launch an inspirational campaign in China on September 3rd to encourage youngsters to promote true lifestyle and real music. [Xu Liuliu/CRI]

The largest music television network in the world, MTV, launched an inspirational campaign in China on Thursday to encourage youngsters to promote true lifestyle and real music.

MTV joined renowned Chinese musicians, including China's "Father of Rock" Cui Jian, rising pop singer Zhang Liangying and veteran singer Wang Feng, at a press conference in　Beijing to call for public awareness of real music.

Chinese veteran singer Wang Feng (L) and rising pop singer Zhang Liangying (R) at the launching press of an inspirational campaign in China on September 3rd to encourage youngsters to promote true lifestyle and real music. [Xu Liuliu/CRI]

"We really need true music and real singing in China," said Cui Jian, who has led a national anti-lip-synching campaign for seven years. "Only in this way can we have fair competitions and a better development space for China's music industry."

During the campaign, MTV China will produce three on-air programs, including "True Talent," "Cool Dudes" and "True Live." Each show aims to inspire creative expression and appreciation for "true" talent. The daily program "True Talent" will start broadcasting on September 7 and showcase the work of aspiring and rising music talents. "Cool Dudes" will feature daily interviews with young people who have various hobbies, such as toy collectors, cinema enthusiasts and punk music fans.

The highlight of the campaign will be a live competition between two popular artists from different musical genres on the weekly "True Live" program, which will start airing on MTV China on October 17.

China's "Father of Rock" Cui Jian at the launching press of an inspirational campaign to encourage youngsters to promote true lifestyle and real music in China on September 3rd. [Xu Liuliu/CRI]

"'True' is the best interpretation of music," said Mei Yan, the chief executive officer of MTV China. "It is not only the pursuit but also a commitment. As a popular TV channel among youngsters, we want to promote this 'true' spirit and encourage young people to live a true life through our joint efforts with renowned artists."

Besides special TV programs, MTV China will also organize a series of "true" interactive activities working together with Kaixin001.com, China's leading social network, and Ku 6, a popular video-sharing website.

(CRI September 4, 2009)