HK portal wins China TV ad sales deal

HONG KONG: Chinadotcom's subsidiary hongkong.com has formed an advertising partnership with Shanghai Xinhua Yatai TV Production. The latter is a subsidiary of the Shanghai branch of Xinhua News Agency, which has a stake in the portal. The joint-venture will have the exclusive rights to sell advertising for finance-related television programming produced by Yatai Shanghai. The move is seen as strengthening Chinadotcom's integrated media capabilities, and is hongkong.com's first venture into mainland China. Chinadotcom chief executive officer Peter Yip said the partnership was an opportunity for the portal to increase revenue in a "tough market climate". Yip added: "We believe that our deep penetration of this vertical sector will enable us to capture new, profitable revenue streams. As China enters the WTO, we think that ventures like Yatai Shanghai will thrive by providing much-needed market information." Yatai Shanghai programmes include Listed Companies in China and Hua Din Finance. Zenith Media Beijing research director Zoe Tan said cross-media collaborations were increasing in China. "As a news agency, Chinadotcom wants to diversify its revenue stream by crossing the medium line and creating a production company. On the other hand, the production company needs to ensure that whatever it produces has a place to go, which is why it has selected to partner with an online firm," said Tan. "What makes this alliance unique is not its format, but ultimately the television content produced." The company claims its programmes are broadcast in more than 50 cities in China, with a potential television audience of 100 million.

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