Qiyi Forms Original Content Production Division

Netease Tech, 6/21/10

Qiyi.com, the online video subsidiary of Chinese internet company Baidu (Nasdaq: BIDU), confirmed recently that it has established an "Original Interactive Content" division and has begun its first forays into producing its own online dramas.

A spokesperson for Qiyi said that the company is maintaining a cautious attitude toward its forays into original online dramas, and that the majority of Qiyi's efforts will remain on acquiring content rights. Qiyi said it established its "Original Interactive Content" department for original online dramas for three reasons: to satisfy the product placement demands of advertisers; to gain experience in investing in and producing online dramas; and to drive promotion of its brand through original programming.

Keywords: online advertising content Internet online video Baidu BIDU Qiyi

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