Discovery has launched an online service in China, in association with Baidu, the largest Chinese search engine. Discovery.baidu.com will have science, tech, space, natural history, history and culture content.
Baidu will manage the site and Discovery will provide the content, which will be translated for local users.
Western companies struggle to get carriage for full linear channels in China and Discovery’s channel presence is limited to hotels and foreign compounds. It also has some programming and blocks on Chinese TV.
The web launch was announced by Tom Keaveny, managing director of Discovery Networks Asia Pacific at a Beijing press conference.
Greg Ricca, Discovery Networks International president and CEO said. “The launch of discovery.baidu.com represents an important step in building stronger brand awareness and consumer loyalty for Discovery in the key Chinese market.”