Netease makes content push for London Olympics

Li Yong, president of Netease's portal business, said in a news conference held in Beijing that in addition to the company's traditional PC-based platforms, partnerships will be formed with location-based service providers Jiepang and Foursquare, online video provider Youku, and social-networking services Renren and Mop.com.

Netase is expecting to serve 450 million online subscribers during the London Olympics period, of which mobile internet subscribers will make up more than 100 million. 

Content-wise, Netease and CNTV will co-produce an exclusive interview program called Sports Star. Other media partners are the International Sports Press Association, European Sports Magazines, Chinese Olympics Committee, and various domestic media outlets.

To support the push for Olympic-related content, Netease will also form a specialised reporting team consisting of two dedicated broadcast studios, 50 journalists, and 488 editors to file reports, interviews, photo essays, and short films.