Sina, one of largest internet portals in China, launched its media strategy for the 2016 Rio Olympics on February 24th. The Brazilian President Dilma Rousseff has exchanged ideas with Cao Guowei, CEO of Sina Corporation.
Rousseff has opened an account on Sina Weibo, China’s equivalent to Twitter, and invited Chinese netizens to go to Rio de Janeiro and watch the 2016 Olympics and Paralympics.
At the signing ceremony, Sina Weibo reached a strategic partnership agreement with Brazilian local governments and organizations.
First of all, the agreement will see the Brazilian Organizing Committee for the Olympic Games open an official account on Sina Weibo, to present real-time pictures, videos and updates. Sidney Levy, CEO of the Committee, expects that this move will provide an opportunity for Chinese fans to interact with them.
Meanwhile, Sina Weibo has become the Chinese social media partner of Rio’s sports governing body. The latter are going to expand their digital reach in China by launching official profiles on Sina Weibo.
In addition to this, Sina Weibo, together with local Chinese communities and student groups, will set up a press corps to report the 2016 Olympics for Chinese fans. Weibo are also in negotiations with local TV stations and newspaper agencies for content co-operation.
Proofread by John Devlin.