New media, new era for viewers

After watching the World Cup through a single outlet for the past 40 years, Chinese soccer fans can now savor the global spectacle via a new broadcaster.

Video and streaming platform Youku, a subsidiary of tech giant Alibaba, was officially unveiled as China Central Television's new media partner in Beijing on Sunday, offering live broadcasts, video on-demand and other content for the duration of the finals in Russia.

Since the 1978 tournament in Argentina, CCTV has been Chinese viewers' sole option for watching the action, so the new deal ushers in a new era for fans.