YOU On Demand to bring VOD to China

The company formerly called China Broadband has changed its name to YOU On Demand, shifting its focus to bring pay-per-view (PPV) and video-on-demand (VOD) to China’s television viewers.

YOU On Demand’S CEO Shane McMahon changed the thrust of the company when he learned it was licensed to be the first to offer VOD and PPV in China, which has more growth potential than broadband.

The service launched in three million homes last winter and expects to grow into 11 million homes by the end of 2012, news.yahoo.com reports.

YOU On Demand is a joint venture with a local partner, China Home Cinema, a division of the Chinese broadcaster CCTV-6, a typical arrangement for foreign firms doing business in the country.

A substantial list of film studios will partner with YOU On Demand, including Lionsgate, Disney, Warner Bros and Miramax, which recognise China as an important market.