The International Shooting Sport Federation lands on YouKu, China's most popular video-sharing website with more than 500 million active users every month.

Shooting sport footage produced by ISSF at its major competitions - including the ISSF World Cup Series and the ISSF World Championships - will be available to the Chinese shooting sport fans on demand right after each event, with dedicated interviews to Chinese champions.

The ISSF's YouKu channel is the latest development in the ISSF's video distribution strategy. The International Shooting Sport Federation has already established its presence on the world's leading video-sharing platform, YouTube, with over 1000 videos and interviews loaded since 2010, and launched a Livestram program this year, broadcasting all the ISSF World Cup medal matches live on the internet.

The ISSF Secretary General Franz Schreiber said: “The ISSF is constantly working to reach out to a wider audience of shooting sport enthusiast world-wide, and we keep on improving thanks to the communication plan approved by the ISSF President Olegario Vazquez Raña. We are producing TV footage, photos and stories at each of our major competitions, and we are keen in distributing these contents both through traditional channels and social media.”

“Thanks to our new YouKu channel, the ISSF's extensive TV production will be available to millions of users in the People's Republic of China. This does not substitute our efforts in distributing footage through traditional TV channels – we will keep on investing on that – but it aims to engage a young audience in a key market.”

The new YouKu channel is another step on the path of renovation of the ISSF's social media communication strategy. The ISSF official website remains the main communication gateway of the Federation, which is now present on Facebook, Twitter, Instagram, Flickr, Livestream, YouTube and YouKu, and offers a dedicated experience to mobile users on Apple and Android platforms.