Youku Tudou Inc., China’s Internet television company, has formed a multi-screen strategic content-sharing alliance with SINA Corporation, an online media company serving China and the global Chinese communities.

Under the deal, Sina will leverage their PC and mobile platforms to promote Youku Tudou’s licensed content to its users on Weibo in exchange for access to Youku Tudou’s video library. Tudou and Weibo will also cross-promote each other’s premium members and their content. The collaboration aims to draw on huge gains in mobile traffic for both companies. Youku.

Youku Tudou’s content is scheduled to be promoted throughout Weibo starting in July. This will take place in multiple forms, some of which include a personalised recommendation section embedded between micro-blogging posts, direct thumbnail links under search results for movies and TV dramas, feature reviews as well as direct links to watch the titles on either Youku or Tudou platforms.

“Creating and sharing content is at the core of the Internet, and Youku Tudou’s cooperation with social networking sites such as Weibo is a powerful move towards deepening consumers’ online video viewing and sharing experience,” said Dele Liu, President of Youku Tudou. “We look forward to showcasing our content in new and innovative marketing formats as we work to expand our lead in the online video industry.”