WeChat Channels, Douyin and Kuaishou to Broadcast CCTV Spring Festival Gala

The annual CCTV Spring Festival Gala in China will likely be broadcast on WeChat Channels, ByteDance’s Douyin and Kuaishou, amongst which Douyin might function one of many occasion sponsors, GeekPark reported on January 16. The report added that Douyin itself may be concerned in a number of the broadcast sketches.

According to sources shut to the Spring Festival Gala crew, in a break from precedent, 4 rehearsals have been accomplished this yr, however solely a liquor maker appeared as a particular sponsor. The chief sponsor of this yr’s gala could also be Yili Group, a home dairy merchandise producer, with a sponsorship payment of over 100 million yuan ($14.8 million).

In 2022, the video channel of Tencent‘s WeChat was used to broadcast the Spring Festival Gala for the primary time. More than 120 million individuals watched the gala on this channel final yr.

Win-win interactions between the Spring Festival Gala and home web giants started in 2015. That yr, WeChat sponsored the occasion, and by means of interactive planning of digital purple envelopes by “shaking the phone,” 200 million private financial institution playing cards had been sure with WeChat Payment in simply two days. After this, the purple envelope exercise through the Spring Festival Gala grew to become an promoting alternative for enterprises. After 2015, Alipay served as a sponsor for 2 consecutive years. Since then, Taobao, Douyin, Baidu and Kuaishou have all acted as sponsors of the progressive exercise.

With the addition of extra platforms, the quantity of sponsorship associated to the Spring Festival Gala is rising. In 1984, a watch firm known as Compas modified 2,000 quartz clocks for the chance of naming the occasion. Now, 40 years later, sponsorship charges have already elevated to billions of yuan.

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Beginning in 2022, the Spring Festival Gala has had tighter restrictions on broadcasting and content material dissemination. CCTV divides the copyright into a number of varieties, together with lengthy video livestreaming, recording, quick video, and social communication, with costs starting from tens of tens of millions of yuan to tons of of tens of millions of yuan. Prior to this, Baidu‘s Haokan Video was sentenced to over 500,000 yuan for broadcasting the 2020 Spring Festival Gala with out broadcasting authorization.

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