Following the merger of Chinese online video giants Youku and Tudou last month, the newly-combined company Youku Tudou has kicked off a 100-day differentiation campaign for the new website and introduced a revamped site design and the introduction of new social features and original programming.
The campaign seeks to highlight the youthful, fashion-forward nature of the Tudou brand with a clean new site design (going live today, Wednesday 26th September) and the addition of compelling new content and features, including three new channels of Tudou-specific content – Tudou Original, Entertainment, and Animation.
A larger, sleeker video player has been placed front and centre in Tudou’s new layout, while an all-new discussion feature called ‘Doupao’ makes it easier than ever for viewers to discuss videos in real time, by providing pop-up bubbles on top of videos which display real-time feeds of video comments.
Tudou also announced three new self-produced programmes under its youth-focused Tudou Original brand. The first of these, ‘Yif Magic’, premieres on Tudou in conjunction with the revamped website, and will offer weekly instalments of entertainment programming every Friday.
The forthcoming ‘Tudou Surfin” and ‘Tudou Groovin” series will present regular video magazine-style updates on global pop music, celebrities, and the entertainment industry.
Prior to their merger, Youku and Tudou had a combined reach of as many as 310mn unique viewers per week, with only 14% daily overlap and 18% weekly overlap in users. A recent report from Chinese market research firm iResearch estimated that Youku Tudou serves a total of 1.6bn hours of video every month.
With great power comes great responsibility though: Yukou Tudou will have its work cut out complying with new regulations from the state media regulator SARFT that oblige online video services to pre-screen all content that they host, imposed in a bid to clamp down on the distribution of offensive material.