Baidu, the leading Chinese language Internet search provider, has confirmed plans to establish a new independent company to provide licensed online video to Chinese Internet users.

The new company will work closely with content providers to provide copyrighted premium video content including movies, TV series, sporting events, animation and other varied content to Internet users through an advertising supported model. Yu Gong, formerly president and chief operating officer of China Mobile’s 12580 business, has been appointed chief executive officer of the new company.

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