The International Shooting Sport Federation has launched a dedicated channel on Chinese video sharing platform YouKu.
Chinese shooting sport fans will be able to watch major ISSF competitions, including the World Cup Series and World Championships, on-demand after each event. Dedicated interviews with Chinese athletes will be provided.
The ISSF established its YouTube presence in 2010 and launched on video streaming platform Livestream earlier this year for its World Cup medal matches.
ISSF secretary general Franz Schreiber said: “Thanks to our new YouKu channel, the ISSF's extensive TV production will be available to millions of users in the People's Republic of China. This does not substitute our efforts in distributing footage through traditional TV channels – we will keep on investing on that – but it aims to engage a young audience in a key market.”