BTV unveils new online lifestyle brand

Beijing Television unveiled a new internet-based lifestyle brand on Dec 12 to satisfy public demand for TV programs, online shopping and other current affairs services.

The brand BTVi Life is part of the TV station's plan to develop a public service platform. It covers multiple new media products and would use the TV station’s resources to offer users information on travel, catering, construction, health and the arts.

"We've rolled out an e-commerce platform under the brand, and plan to develop a related app in the future," says Zhao Tong, director of the station's life channel’s program center.

More programs concerning public health, medical services, travel and gourmet experiences will be launched soon via the TV and online brand channels.

The TV station's authority is hoping these efforts will break geographical boundaries and improve the reach of traditional TV shows.

Relevant data shows that China's O2O (online to offline) market for local life services has grown sixfold over the past five years, which is part of the reason behind the launch of the online brand.