Discovery, Chinese MCN target millennials

Discovery Communications and Chinese MCN VS Media have launched Tan Ba, a new digital service that programmed with shortform content.

Aimed at Chinese millennials, the Tan Ba content will come from Discovery’s vast programming catalogue, and be customised and localised by VS Media, which Discovery bought into last year.

Content on Tan Ba will be organised across specific categories: Health & Wellness, Science & Technology, Travel & Lifestyle, Art & Fashion, History, and Nature.

The video will then be distributed under the Tan Ba brand across Chinese online platforms and social networks including Bilibili, Eyepitizer, WeChat and Youku.

It will also be on the big international networks and platforms in Asia including Facebook and YouTube.

“Tan Ba delivers unique, highly engaging and truly compelling content in a breakthrough format,” said Ivy Wong, founder and CEO of VS Media.

“During beta testing, Tanba generated over 120 million unique views in less than a month with no marketing at all. The average views per video exceeded two million.  This is exciting, especially as we look to create new engagement opportunities for audiences and our valued sponsor communities.”