Ciwei Gongshe, 4/14/17
Chinese e-commerce conglomerate Alibaba Group (NYSE: BABA) and Beijing-based satellite TV operator BTV-1 recently announced a new strategic partnership program, under which the two parties will collaborate to add embedded marketing content to BTV-1's performance, variety show, and advertising programming during popular time slots.
The parties' first collaboration will focus on the reality voice competition program "Kuajie Gewang," which will be broadcast by BTV-1 on April 15. Viewers will be able to use their mobile phone to interactively participate in the TV program and to purchase goods.
Ying Hong, CEO of Alibaba Group's online IP rights trading platform AliFish, told media outlet Ciwei Gongshe that the partnership between Alibaba Group and BTV-1 is intended to allow viewers to easily purchase goods while they are watching TV programming, but that more importantly it is aimed at providing a new scenario for marketing services related to, for example, event planning, entertainment marketing, new product releases, and brand exposure.
Editor's Note: For more background on AliFish, please see Alibaba, Oriental DreamWorks Ally on Film Derivative Product Sales, MD 5/26/16 issue.