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Web portal Sohu.com spent about 80 million yuan ($12 million) on buying and promoting the latest TV version of Princess Huanzhu, a remake of the 1997 TV drama, which has a huge fan base.
Sohu spent 30 million yuan to be the exclusive media platform to broadcast the show.
In addition to various marketing campaigns, the website's entertainment news channel, online talk shows and micro blogs will also help publicize the show.
Zhang Chaoyang, CEO of the website, even takes on the job of hosting of an online entertainment show to interview the lead actors.
The show is now available on the website.
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