TikTok’s Chinese counterpart Douyin will be the official partner for the Spring Festival gala show that will be screened by China’s state-owned television broadcaster in 2021.
Douyin and China Central Television (CCTV) have jointly announced that Douyin will be the “exclusive red packet cooperative partner” for the Spring Gala broadcast special, issuing 1.2 billion yuan in traditional Chinese “red packets” of money to viewers during the screening.
In order to have the opportunity to win the monetary prizes viewers will need to access the Douyin app at designated times during the broadcast as announced by the show’s host.
The partnership will mark the second occasion that Douyin works with CCTV as an official partner for the Spring Gala broadcast.
Douyin will also join Chinese online platforms Toutiao and Xigua in broadcasting the entire Spring Gala show live simultaneously.