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GUANGZHOU, China, June 6, 2013 (GLOBE NEWSWIRE) -- YY Inc. (Nasdaq:YY) ("YY" or the "Company"), a revolutionary rich communication social platform, today announced the formation of an exclusive partnership with Hunan Satellite Television ("Hunan TV") and EE Media, a subsidiary of Hunan TV, to bring the 2013 season of China's widely watched singing talent TV show,
Happy Boy Show, to YY's interactive Internet platform.
The 2013 Happy Boy Show will leverage YY's unique platform to debut a live TV talent show in an unprecedented interactive format simultaneously across TV, online and mobile platforms. Once contestants complete their preliminary selection rounds and generate a large fan-base, YY will broadcast the contestants' training and rehearsal sessions live across PC and mobile platforms beginning in late June. In July, during the final rounds of competition, YY will establish a designated channel on YY Music for each finalist, documenting their real-life stories and offering live, behind-the-scenes viewer interaction. Moreover, the show's unique interactive functionality will allow YY users to show their support for their favorite performers through a variety of both paid and free features on the YY platform such as sending virtual gifts and casting votes, thereby enhancing the appeal and intimacy of the show with its audience members and raising YY user participation levels.
Mr. David Xueling Li, Chief Executive Officer of YY, stated, "We are very excited to partner with one of China's leading entertainment TV networks, Hunan TV. This revolutionary partnership reflects our recognized success in engaging over 527 million Internet users through our robust real-time and interactive platform. The dynamic combination of bringing together the interactivity of YY Music with massively popular TV content will further drive additional user traffic and stickiness with our end-users and advertisers. In addition, this partnership represents one of our most innovative forays into creating new monetization methods such as virtual gifts for TV performances, paid votes, entitlement rights, sponsorship advertising and online advertising."