BBC Worldwide has announced, at its annual Showcase event in Liverpool, that it has signed a deal with Migu Video, China Mobile’s video platform, that will reportedly see more than 2200 hours of BBC content from across factual, lifestyle and pre-school genres available to more than 856 million of China Mobile’s subscribers.

MIGU Video was set up in 2014 as a wholly owned subsidiary of China Mobile, reportedly the world’s largest wireless network operator. BBC Wordwide will provide the platform with programmes available as AVOD and  SVOD online, via mobile and on IPTV.

Some of the programmes sold include Blue Planet, Planet Earth, Hey Duggee, Amazing Hotels- Life Beyond the Lobby, Steve Jobs- Billion Dollar Hippy, The Truth About Exercise, Simon Reeve in Russia and U2- From the Sky Down. The programmes will either be subtitled or dubbed into Mandarin.

“We are extremely pleased to be partnering with China Mobile’s MIGU Video to be the first content partners to sign a direct deal for their video platform.  We look forward to working with them to build viewership and  loyalty for BBC’s programmes on the service,” said Kelvin Yau, GM, Greater China, BBC Worldwide. “Late last year, we also signed an MOU with them to explore co-developing and co-producing content relating to the Chinese and overseas markets  and hope to further grow and strengthen our relationship with them, exploring even more synergies and opportunities to work together.”

Commenting on the deal, Wang Bin, CEO, MIGU Video said: “China is going through a time of tremendous growth and rapid market development. Everyone here is curious about popular cultures around the world. At the same time, they want to share their Chinese culture and values. We are very pleased that, with this strategic relationship with BBC Worldwide, we will be able to achieve mutually beneficial results.”

This deal with MIGU Video marks BBC Worldwide’s first deal with a Chinese telco.