Chinese state broadcaster China Central Television (CCTV) has partnered with tech giant Baidu to distribute “red packets” during the world’s most-watched television show of the year—the Spring Festival Gala. The partnership excludes Tencent and Alibaba, which in previous years have been involved in the event.

CCTV has broadcast the gala on Chinese New Year’s Eve every year since 1983. In 2018, more than 1.1 billion viewers watched the show. It has previously partnered with Tencent-owned messaging platform WeChat, mobile payment platform Alipay, and online marketplace Taobao.

Chinese family members give red packets, or hongbao, to one another as a gesture of good fortune during Chinese New Year celebrations. In recent years, these gifts have moved online with the advent of platforms like WeChat and Alipay.

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Jill Shen

Jill Shen is Shanghai-based technology reporter. She covers Chinese mobility, autonomous vehicles, and electric cars. Connect with her via e-mail: jill.shen@technode.com or Twitter: @yushan_shen