For the first time in 30 years since its first feature in 1983, the China Central Television opens its doors to a streaming company through iQiyi to feature their specially produced and most awaited gala series on television.
Chinese website iQiyi will be cooperating with CCTV to exclusively broadcast online the network's Spring Festival Gala. Also known as the Chinese New Year's Gala, the event is considered as one of the most important galas in China held every year on the eve of the Lunar New Year.
iQiyi's chief content officer Ma Dong said that "CCTV choose us because of our streaming content and wide coverage among users." CCTV sees the potential in social media to widen their reach and test the waters with iQiyi.
The said event is the most anticipated gala of the year and most watched feature in China's media entertainment world. Its popularity among Chinese viewers worldwide have grown significantly over the years. In fact, last year's Chinese New Year special gala garnered over 800 million viewers. The network expects to surpass their own coverage this year with this new collaboration with iQiyi.
Ma Dong added: "This also marks CCTV's first attempt to broadcast globally through TV and streaming platforms."
Now viewers all over the world will not only see CCTV's annual Spring Festival on iQiyi, but can also expect a lot of online features through a series of self-produced shows on other websites.
Global and local viewers will be able to watch the gala online on iQiyi and on CCTV on Feb. 11.