Discovery (NSDQ: DISAB) Communications (NSDQ: DISCA) and Chinese search-engine company Baidu (NSDQ: BIDU) will create a standalone site that will serve as an Asian platform for the cable TV network’s nonfiction programming. Terms of the deal weren’t disclosed. While Discovery has offered versions of its programming to Chinese TV audiences for over a decade, Baidu is one of China’s largest web companies and the deal could help Discovery gain new scale in that country.
Baidu will manage the website, Discovery.Baidu.com, and Discovery will be the exclusive content provider. The content, which will be customized and translated for the Chinese marketplace, will be ad-supported, with Baidu and Discovery sharing the responsibility and revenue from third-party ad sales. Aside from helping Discovery gain a greater presence in the Chinese market, the relationship is also designed to solidify Baidu’s dominance in China, where challenges, whether from Google (NSDQ: GOOG) or other western companies, are accelerating as ad spending in the rest of the world continues to fall. Release