Sunny Zhu Xiangyang

China’s Youku Tudou launches Heyi Studios

The Beijing-based internet TV co announces a new web-native content studio called Heyi, helmed by Sunny Xiangyang Zhu.
March 5, 2015

Internet television giant Youku Tudou has launched Heyi Studios, which will produce original TV dramas and web-native content.

As a result, Sunny Xiangyang Zhu, Youku Tudou’s chief content officer, will be taking the helm as CEO at Heyi Studios.

The company also announced the formation of Innovative Marketing, which will develop programmatic advertising, video e-commerce, big data and other marketing models. It will be headed by Yawei Dong, Youku Tudou’s chief marketing officer.

With the new additions, Beijing-based Youku Tudou now offers 6 business units that also include the Youku platform, the Tudou platform, Heyi Pictures and Cloud Entertainment BU, the latter focusing on gaming and OTT.

Also announced was the appointment of Edward Su (pictured below) as Youku Tudou’s COO, who will oversee the company’s sales team. Formerly the CEO of China Group for Havas Worldwide, a multinational integrated marketing agency, Su brings 18 years of experience into the fold and has worked at agencies Grey, Saatchi & Saatchi and Ogilvy.

Edward Su

In additional news, the company is restructuring its content management and production division into 9 vertically-integrated content centers based on category: TV drama, news, variety show, movie, game, animation, music, education and entertainment information.

In a corporate video, Youku Tudou describes itself as an internet TV company that is building “a Hulu and a Netflix for China at a YouTube scale,” and claims that China has a market of 316 million online video users, with 200 million unique online video viewer visits to Youku Tudou monthly.

Youku Tudou also claims a 40% share of the Chinese internet television market.

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