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Youku Tudou Collaborates With Sina For Content Promotion

Stocks in this article: SINA YOKU

BEIJING, June 7, 2013 /PRNewswire/ -- Youku Tudou Inc. (NYSE: YOKU), China's leading Internet television company ("Youku Tudou"), today announced a strategic content-sharing alliance with SINA Corporation ("SINA"), an online media company serving China and the global Chinese communities. Under the deal, in exchange for access to Youku Tudou's video library, Sina will leverage their PC and mobile platform to promote Youku Tudou's licensed content to its users on Weibo. The multi-screen strategic collaboration also draws on huge gains in mobile traffic for both companies – 76% of Weibo's daily active users access Weibo through mobile devices, while Youku Tudou counts 170 million daily mobile views.

This collaboration builds upon the existing close relationship between Youku Tudou and Weibo users. Sharing Youku and Tudou videos has long been one of the most popular activities on Weibo. According to the most recent report from Deutsche Bank, in April, videos from Youku platform represented 47.7% of videos retweeted on Weibo, the most for any video site while content from Tudou platform earned the second-most retweets, with 15.9%.

Youku Tudou's content is scheduled to be promoted throughout Weibo starting in July. The promotion takes multiple forms including through personalized recommendation section embedded between micro-blogging posts. Search results for movies and TV dramas will provide direct thumbnail links to watch the title instantly. "Home page" for each title will be set up to provides direct links to watch it on Youku or Tudou platforms and feature reviews, mentions of that title from other Weibo users, and other information that users might find useful. Also under the deal, Youku Tudou and Weibo will cross-promote each other's premium members and their content.

"Creating and sharing content is at the core of the Internet, and Youku Tudou's cooperation with social networking sites such as Weibo is a powerful move towards deepening consumers' online video viewing and sharing experience," said Dele Liu, President of Youku Tudou. "We look forward to showcasing our content in new and innovative marketing formats as we work to expand our lead in the online video industry."

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