Youku Tudou has launched two new business units, Heyi Studios and Innovative Marketing, as part of a new approach to content management and production.
Also, the Chinese online TV company has named chief content officer Sunny Xiangyang Zhu as CEO of Heyi Studios, which produces original TV dramas and innovative web-native content.
Chief marketing officer Yawei Dong will head the Innovative Marketing Business Unit to develop programmatic advertising, video e-commerce, big data and other new marketing models.
As a result of the change, Youku Tudou now has six business units: Youku platform, Tudou platform, Heyi Pictures, Heyi Studios, Innovative Marketing and Cloud Entertainment BU that focuses on gaming and OTT services.
Also, Youku Tudou has formed nine content centers that are vertically integrated based on content categories. These include TV Drama Center, News Center, Variety Show Center, Movie Center, Game Center, Animation Center, Music Center, Education Center and Entertainment Information Center.
"We're well-poised to rapidly ramp up our content creation, accelerate our revenue growth and diversification, and fully capitalize on the opportunities that the converging online and offline worlds bring us," said Victor Koo, chairman and CEO of Youku Tudou.