Baidu is reportedly working on a major push into the music entertainment world including developing a music mobile app and several talent competition shows as part of a bigger initiative to capture user attention amid deceleration in its core businesses.

According to 36Kr, the company has formed a small special project team affiliated with Baidu’s content business group. The new team had originally planned to build a music video app similar to Douyin, Bytedance’s popular short video platform. However, this was later rejected internally with the aim to “make something bigger,” 36Kr cited a source as saying.

A reality TV competition is also on the agenda, with which Baidu seeks to achieve success like similar to “Singer,” a Hunan TV reality competition featuring professional singers, or “Produce 101,” a music talent show created by Tencent. The source said Baidu is more likely to outsource the production work given its inexperience in show business, though the project was currently in early stages of planning and could be changed.

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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