Will China Produce Its Own Version of YouTube Superstars?
Last week a film about air pollution in China by one of its most famous TV journalists went viral online, garnering hundreds of millions of views. Many web video sensations in China are created by celebrities who cross over from traditional media and not grassroots video producers in the YouTube style. Will China replicate the YouTube ecosystem of video superstars ? If and when that happens, how can brands work with such web stars to produce engaging digital content?