China’s state broadcaster China Central Television (CCTV) on Wednesday announced online retailer JD as the exclusive partner for its annual Spring Festival Gala, which this year will be held on Jan. 31. The e-commerce platform will send out RMB 1.5 billion ($236.3 million) in cash and gifts via digitalized red packets between Jan. 24 and Feb. 15 in the run-up to what is one of the most-watched TV shows in the world (last year’s event drew an audience of 1.1 billion). Chinese tech giants such as Tencent and Alibaba have clamored to sponsor the CCTV event in recent years, with red packets a common gimmick used to promote e-commerce, internet payments, or social networks. [Sina Tech, in Chinese]