New channel aims at 50-plus internet users

IQiyi, the Chinese major online video platform, announced plans to cooperate with Swiss food giant Nestle on Tuesday to launch China's first online video channel tailored for internet users aged above 50.

The channel will offer customize content for the users, including news, films, TV series, documentaries and programs on health. IQiyi said it will also promote a new reality show on the channel unveiling lives of parents of celebrities.

According to iQiyi, 70 percent of Chinese people above 50 are internet users, and they show more loyalty to online products they buy than the younger generation. People older than 50 represent 20 percent of Chinese population.

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