China’s Tech Giants Battle for Prime-Time Spotlight on the Nation’s Biggest TV Show

China’s Tech Giants Battle for Prime-Time Spotlight on the Nation’s Biggest TV Show

China’s most powerful technology companies are taking their rivalry to prime time. As competition in artificial intelligence and consumer tech intensifies, the country’s biggest firms are fighting for high-profile sponsorship slots at the Spring Festival Gala, the most-watched television broadcast in China.

Often described as a cultural event that reaches nearly every household, the annual gala has become a rare nationwide marketing stage—one capable of driving instant brand recognition and mass product adoption.

ByteDance, Tencent, and Alibaba Enter High-Stakes Talks

Major players including ByteDance, Tencent Holdings, and Alibaba Group Holding have all held discussions with state broadcaster China Central Television (CCTV) over premium partnership packages, according to people familiar with the negotiations.

The sponsorships are seen as especially valuable this year, as companies race to showcase their AI capabilities to a massive, cross-generational audience.

AI Exclusivity Demands Complicate Negotiations

ByteDance’s cloud computing unit, Volcano Engine, had earlier been reported as the gala’s exclusive AI cloud partner. Meanwhile, the company’s AI chatbot app, Doubao, was expected to debut new interactive features during the live broadcast, according to Chinese outlet LatePost.

However, the final sponsorship structure remains undecided. Sources say ByteDance has pushed for exclusive AI-related terms that would limit or block references to competing cloud and AI software providers—an aggressive stance that has complicated talks with CCTV.

Why the Spring Festival Gala Matters

The battle goes far beyond logo placement. The Spring Festival Gala has a proven history of turning featured products into overnight sensations, thanks to its unmatched viewership and cultural influence.

A single appearance can instantly push new apps, devices, or technologies into mainstream use across China.

Robotics Firms Join the Spotlight Race

The competition isn’t limited to internet giants. Shanghai-based robotics start-up Agibot has reportedly bid for a gala partnership slot. Interest in robotics surged after Unitree Robotics partnered with last year’s show in January.

That deal reportedly cost around 100 million yuan (US$14 million) and delivered global attention when six humanoid robots performed a synchronized folk dance on stage.

A Rare National Marketing Battlefield

As China’s tech sector shifts from rapid expansion to fierce competition—especially in AI—the Spring Festival Gala has emerged as a once-a-year marketing battlefield with unmatched reach.

For companies chasing China’s biggest audience, prime time on gala night may be worth more than months of online advertising.