Jack Ma, CEO of Alibaba, has told the local media that Yahoo (YHOO) Search has joined hands with Hunan Satellite TV and Huayi Brothers to create a new entertainment performance show called "Yahoo Star Search" in 2006.
Yahoo will invest CNY30 million into the event. It also plans to invite three famous Chinese film directors, Chen Kaige, Feng Xiaogang and Zhangjizhong, to each make short programs themed around Yahoo search, which will then be broadcast to users.
Ma says that Yahoo will focus on entertainment marketing this year to help promote its search service in China. Currently China's search engine sector is filled with many competitors like Baidu.com (BIDU), Google.com (GOOG), and Sohu's (SOHU) Sogou.com.