Tudou launches original branded content ‘That love comes’

Tudou’s Orange Box aims to draw young viewers, especially in China, with its own original productions. This initiative also motivated Tudou to raise a new US$50 million Series E funding round with Temasek Holding earlier this month.

‘That love comes’ is officially launching in September with 12 episodes on Tudou. The production is also set to air via mobile and iPad. The show has already received interests from media buyers in Singapore, Japan and Taiwan.

A spokesperson from Tudou said original content can provide a deeper monetisation system. “Aside from ‘air time’ ad revenue, meaning selling pre-roll, background and other ad formats around the video streams, we also will be launching ‘branded content’ placement within the programs,” said the spokesperson.

The company is already in talks with FMCG, automobile and other consumer goods categories.

According to Tudou, the site’s target audience is between 18 and 35 years old. This age range is on average ten years younger than the average age of television viewers in China.

The drama aims to appeal to a broader audience, and even international viewers, with its universal themes of hope, dreams and romance.

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