Birgit SÃ¶llner, Managing Director, MSLGROUP Germany onÂ a recent thought leadership workshop on communications in China, held in partnership with Johan BjÃ¶rkstÃ©n, chairman of MSL China
Over the past few years, we have observed a fast-rising demand for sustainable, global communication strategies by large German firms. Asia is the target market for many exporters and China, in particular, is the focus. Given that the media and communications landscape in the country is different, we decided to hold a thought-leadership workshop that would bring together stakeholders, experts and companies in Germany to discuss public relations strategies in China and challenges of communication with Chinese public. Read More>>
Youku and Tudou are Chinaâ€™s leading online video firms, the countryâ€™s YouTube equivalents. Both provide premium licensed content, user-generated content and original in-house productions.
Youku is the leader, with 21.8% market share. Its internet TV platform lets users search, view and share high-quality videos easily across multiple devices. Youku stands for â€˜whatâ€™s best and whatâ€™s coolâ€™ in Chinese.
Tudou, Chinaâ€™s first UGC video sharing website, was founded in 2005. The annual Tudou Video Festival has become the online video industryâ€™s signature event. Tudou follows Youku in market share with 13.7%.
Some time back, I had written that web reality shows are an important piece of the underexploited social entertainment opportunity in India.
Recently, I came across two interesting articles in AdAge China and Campaign China on how multinational marketers are tying up with popular Chinese video sites like Tudou, Youku, Ku6, and Baidu Qiyi to develop branded online video serials for China’s web-savvy youth consumers.
The move towards branded online entertainment serials in China is triggered by four trends:
1. Advertising on Chinese national TV is becoming costly for multinationals with China’s regulators limiting advertisers’ access to prime time inventory and local brands beginning to advertise on national TV. Read More>>