HONG KONG — Broadcasting behemoth China Central Television (CCTV) has renewed talent show “Sing My Song” for a second season. The state-owned giant has pacted with Alibaba Digital Entertainment, part of recently floated e-commerce group Alibaba to promote the show’s music on its platforms.

The show is a studio-based format conceived by Star China International Media and produced by Starry Productions. Rights are represented by ITV Studios.

The first series aired on nationwide channel CCTV-3 earlier this year, reaching 480 million viewers over the series, with a total audience share of 37% in China (CSM).

“We are excited to work with Alibaba Digital Entertainment to expand the reach of the show even further,” said Vivian Yin, chief representative of Star China and VP of Starry Productions.

From January this year Star China Media became a wholly-owned unit of China Media Capital. Its 3 channels cover the Chinese-speaking audience across Hong Kong, Macau and Southeast Asia and its top rated shows include: “The Voice of China,” “China’s Got Talent,” “Amazing Chinese” and “So You Think You Can Dance.”