Online content shows TV the way
14 February 2014, 15:24
Beijing - A popular online show about a young Chinese couple's trips to the far corners of the world is set to be broadcast on the country's main television network.
The move highlights how popular online content is influencing China's highly regulated mainstream media.
On the Road, by the Youku site's entertainment unit, is to air during a primetime evening slot in March on state broadcaster China Central Television's flagship channel, CCTV-1.
The surging popularity of online content, particularly among 20-somethings who consume entertainment on their mobiles and tablets, is luring viewers away from state TV, which the Chinese government sees as a tool to mould public opinion.
Privately owned video sites are seeing advertising revenue grow as well as the number of people who are paying to watch premium content.