Discovery Networks Asia-Pacific has inked a content partnership with Chinese multi-channel network (MCN) VS Media to launch a short-form digital content brand.
Founded by entrepreneur Ivy Wong (pictured), the MCN has grown to encompass more than 120-million subscribers and 320-million video views per month. Discovery last August acquired a minority investment in VS Media.
Now the companies will jointly launch Tan Ba, a digital solution set to target millennials by delivering short-form digital content sourced exclusively from Discovery’s portfolio and localized for the Chinese market by VS Media.
The content will be distributed across such Chinese social platforms as WeChat, Weibo, Youku, Pear Video, Penguin, Bilibili, Eyepitizer, Meipai, QQ, Miaopao and Toutiao. It will also be shared across Facebook and YouTube across other Asian markets.
Genres will include health & wellness, science & technology, travel & lifestyle, art & fashion, history, and nature.
Discovery has also partnered with fledgling Japanese digital media company Tabilabo on a commercial deal that will launch the first premium video advertising solution in Japan across digital and linear.
The deal will enable Discovery advertisers to target Japanese audiences by leveraging Tabilabo’s innovative advertising technology and formats across linear, digital and on social.
“These exciting digital-first initiatives are the first steps in Discovery’s long-term strategy to accelerate our growth in Asia with digital at the core,” said Discovery Networks Asia-Pacific president and MD Arthur Bastings in a statement.
He added: “We are deeply committed to engaging more viewers across more screens than ever before, building our presence on new platforms and attracting young passionate communities that advertisers want to reach with unique branded content opportunities through VS Media and Tabilabo’s extensive networks and strong base of millennial audiences.”
The partnerships are in keeping with Discovery’s ambitions to create content customized for a “mobile-first” millennial audience across the growing Asia-Pacific region.
Discovery recently teamed with Snap Inc. to develop short-form programs together for Snapchat’s Discover platform.