The Orchard has entered into an agreement with Chinese mobile services provider ZTEMT to program the English language genre sections of China Telecom's updated iMusic service.

The digital music service will re-launch in September and the Orchard will focus on independent music discovery via digital compilations, editorial content and playlists. It will also provide marketing and creative services to China Telecom's national campus campaign, targeting the iMusic service to millions of college students at campuses throughout China.

The deal covers the Orchard's top 100,000 songs. It claims to be the first international digital music distributor to introduce such a large selection of western music to China.

"Bringing the Orchard's most popular western music and equally importantly, their world class retail programming expertise to China Telecom through our multi-faceted relationship with ZTEMT will ensure that all Chinese music fans with Wi-Fi enabled devices will have access to sounds from western superstars to cutting edge, emerging independent music," said Dr. Yingbo Zhu, deputy general manager of China Telecom's iMusic, in a statement.

"We are proud to have been selected to program the western music section for one of China's leading mobile operators," added Greg Scholl, president and chief executive for the Orchard. "Again, the Orchard shatters barriers that prevent great independent music from being heard wherever globally there are music fans, and in a way that fairly compensates artists and label. In China, hundreds of millions of music fans don't discriminate between 'independent' and 'major label' music."

China has 388 million Internet and mobile Internet users, according to the Orchard.

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