PPTV picks Saatchi & Saatchi as creative partner

The monitored media adspend of PPTV in 2010 was around US$23.1 million (RMB150 million), according to a source close to the client.

Saatchi & Saatchi Shanghai will oversee PPTV’s brand strategy and creative business, joining its sister Publicis Group company ZenithOptimedia, which won the media pitch earlier this year.

Shanghai-based PPTV, founded by PPLive in 2005, is the most-installed internet TV network in the world and considered a pioneer in fifth-generation new media. Its current popular programmes include the 2011 edition of 'Supergirl' by Hunan Satellite TV, and the 'Master Kong's female TV anchors' game show by Dragon TV.

According to industry reports, PPTV received an investment of US$250 million from Softbank in February. The deal was considered as the single largest financing project in the global video industry since Google’s acquisition of YouTube.

The agency cited that PPTV intends to use the funds to build a comprehensive multimedia platform covering computer, mobile phone and television networks.

The company has an impressive range of partnerships with brands and media companies including China Mobile, Pepsi, Nike, Converse, Li Ning, Sony, CCTV.com, SMG, Youku, Baidu and Sina.com.

In the internet TV sector in China, PPS is regarded as a direct competitor to PPTV.

Michael Lee, Saatchi & Saatchi Shanghai's MD, said that a professional strategic plan, based on a careful study of the unique features of the internet industry, and an entirely new creative presentation, will help PPTV aggressively expand its market share.