Sina.com signs deal with TV channel to tap into burgeoning entertainment market

 

China's popular website portal Sina.com will become a major online platform for the country's increasingly beloved reality shows after signing a deal with a major entertainment television channel.

 

According to the agreement signed between Sina.com and Shanghai's Dragon TV, the website portal will operate the exclusive homepage for all entertainment shows screened by the channel.

 

"Online interaction with the television audience is now possible as netizens can watch all of Dragon TV's programs online, some of which are free to download," said Cao Guowei, Chief Executive Officer of Sina.com.

 

Cao said Sina is also planning to run the personal blogs of Dragon TV's popular hosts.

 

Dragon TV is becoming a key entertainment channel in China as it launched a string of popular reality shows like "My Hero", a show similar to "American Idol" that ended successfully this summer, and "Dancing Together" which is similar to the US show "Dancing with the Stars", which is currently all the rage with the Chinese youth.

 

"TV and the internet bind easily at the moment as the reality show craze is sweeping the country and it needs more interaction with the audience," Cao said.

 

Senior managers of both media said they were hopeful for the future of TV-website collaboration.

 

(Xinhua News Agency November 17, 2006)