Discovery taps Baidu for Chinese web push

Beijing - Discovery Networks Asia has announced a partnership with Chinese search portal Baidu to launch a dedicated Discovery Channel Chinese website.

The site will seek to complement Discovery's on-air offering by providing Chinese fans with the ability to find out more about its brands, programming and topics covered on TV.

Baidu will be responsible for the construction, operation, management and updating of the website with Discovery to provide exclusive content for the website, which will be customized and translated for the Chinese market.

The site will be ad-supported with Baidu and Discovery to share the responsibility and revenue from third party advertising sales.

Baidu and Discovery said they will explore other projects for middle and primary schools in China, where is an increasing demand for online content.

Tom Keaveny, executive vice president & managing director of Discovery Networks Asia-Pacific, said Discovery is a content company committed to extending its content across multiple media platforms.

"Through this strategic partnership, we can leverage on Baidu's high traffic flow and large market share to provide audiences - not just in China but all over the world - with a reliable and efficient engine," he said.

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