Yajiao’s Blog

Ex-CCTV producer launches new online TV site

Posted on: 01/05/2010

Although the Internet environment in China is still not totally free, and certain websites are blocked such as Facebook, Youtube, Twitter and WordPress, Chinese journalists take advantage of the online platform to build up new websites to provide different media service. Umiwi.com, established by an ex-CCTV producer Wang Lifen, is a latest case of the new online TV site.

Wang Lifen, a former CCTV producer and hostess, created one very popular Chinese reality-TV show called Win in China, teaching the Chinese how to success in business. In March 2010, she resigned her position with CCTV and started her own online TV business. According to Wang, Umiwi will not allow user uploads of video content, and instead, during this initial period of development, rely on self-produced or live broadcasted content, and will consider purchasing high-quality video content in the future. Wang said that while Umiwi had invested into content production, the site’s operating costs are currently quite low. Umiwi primarily earns income via advertising revenue.

The slogan of Umiwi is to grow up with young people together. It mainly targets young Chinese people who have received relatively high education, and have passion to set up their business and want to learn experience from some successful businessmen. To offer an opportunity to communicate directly with CEOs from top companies, Umiwi is planning to create a series of programming modeled off of Warren Buffett’s lunch auctions. The celebrities selling their time in Wang’s auctions were chosen by netizens’ nomination and voting.

The first auction is for 3 hours with Giant Interactive CEO Shi Yuzhu, a leading online game developer. The bidding period is between March 15 and June 15. As soon as the bidding started, it drew a competition on the website. In May, the highest offer was nearly 2 million yuan (£200,000). According to the website, all the money generate from this auction will be donated for the drought in south-west China.

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