Baidu plays catch up in mobile app race with bet on world's most-watched TV show

A screengrab from the televised Gala last year which drew over one billion viewers.

Baidu is looking to attract more users to its flagship mobile app by partnering with the world’s most-watched TV show through the coming Lunar New Year holiday, as the Chinese search engine operator seeks to catch up to its competitors Tencent and Alibaba Group.

Baidu will be the exclusive “red packet” partner of state broadcaster China Central Television’s (CCTV) Spring Festival Gala, the Beijing-based company said. Since 1983, viewing at least part of the Gala has been a national tradition. Last year’s show drew more than one billion viewers and the programme is recognised by the Guinness World Records as the world's most watched TV programme.