TVB and Youku expand partnership to grow entertainment market in China

TVB Group and Alibaba's online video platform Youku have expanded their partnership to meet the growing demand for entertainment content in China. 

This comes after both parties signed the first comprehensive cooperation framework agreement worth RMB700 million last year, releasing the drama The QUEEN Of News (新聞女王), which became a market sensation in mainland China and Hong Kong, garnering widespread acclaim both online and offline.

Other projects under the cooperation agreement, such as Forensic Heroes VI: Redemption (法證先鋒VI 倖存者的救贖) and Darkside Of The Moon (黑色月光), are currently in the post-production stage and are expected to be broadcasted in the second half of this year, while The Queen Of Castle (巨塔之后) is scheduled to begin filming in April.

Don't miss: TVB and Youku ink deal to bring HK-style dramas to wider Chinese audience

This second collaboration between TVB and Youku aims to expand the entertainment market in China and globally. It also showcases TVB's strategic deployment to meet the growing demand for entertainment content in China.

In addition to the existing collaboration, both companies will further collaborate on three drama series projects, including the sequel to The QUEEN Of News, titled The QUEEN Of News 2, which is expected to commence filming early next year.

Furthermore, both companies will deepen their cooperation in intellectual property monetisation, facilitating advertising and commercial opportunities in mainland China and Hong Kong. This includes product placements and other innovative business models, enabling advertising clients to expand their reach to broader regional markets and the global Chinese community.

MARKETING-INTERACTIVE has reached out to TVB for more information.

Thomas Hui, executive chairman of TVB previously said the framework agreement aims to deepen the cooperation between the two parties and is more conducive to releasing synergies, further bringing TVB's high-quality "Hong Kong-style" dramas to the vast Chinese audience through Youku's popular Hong Kong drama platform.

"Youku is one of the leading online video platforms in China. TVB has abundant film and television production resources and profound experience in drama creation. TVB has maintained a good cooperative relationship with Youku all along...We anticipate that this cooperation will foster and optimise a larger audience flow for both parties, strengthen the cohesion of Youku's Hong Kong Drama Platform, and ultimately achieve a win-win situation," he added.

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