Youku in online broadcast deal for soccer World Cup

MUMBAI: Chinese video site has announced that FIFA and CCTV have jointly authorised with online broadcast rights to all Fifa 2010 matches.

CCTV has also granted rights to for on-demand broadcast of CCTV’s self-produced FIFA programmes.

With these agreements in hand, Youku says that it is now positioned to offer the most complete range of World Cup broadcasts of any online video site in China.’s new World Cup Channel will be dedicated to broadcast of matches as well as interactive activities for football fans. Programming will include match play, an extensive collection of highlights, background
information on teams, and much more. In addition, the Youku World Cup Channel will also broadcast all Fifa-related programming airing on CCTV.

Working with many of its over 2000 media partners, Youku will leverage both online and offline entertainment activities around the World Cup to encourage deeper participation from football fans.

During the Fifa season, Youku will also invite experts, entertainment stars and well-known figures from the world of sports as well as celebrities from the entertainment world to interact with Youku users.

According to the data provided by the China Internet Network Information Center (CNNIC), over 60 per cent of Chinese netizens followed the 2006 Fifa World Cup in Germany online. With more than three years of development, online video sites are better equipped than ever to offer marketing value, an excellent user experience, and deep level of user engagement for this long anticipated event.

With daily video views averaging over 200 million and 30 million unique visitors, Youku has established itself as the leading brand in China’s online video market, occupying more than half of the market by total time spent online. The World Cup Channel takes its place beside Youku’s other leading content channels — Youku Information, Box Office Hits, TV Serials, and Youku Entertainment. 
Youku has also announced plans to host a conference in the near future, inviting brand advertisers and partners to discuss ways to best use Youku World Cup Channel for building brand value and developing optimal content.
With the Fifa license and Youku’s natural marketing advantage, Youku invites brand advertisers and partners to explore this opportunity.

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