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Remember, when YouTube was founded in the U.S., America's Funniest Home Videos had been around for a long time. In China, the history of TV as well as user-generated video is very, very short. So, we've actually had to do a lot of things to motivate that.

'YouKu' means what's best and what's cool in Chinese. So, the whole product philosophy really revolves around how to help users, from a massive video database, finds what's best and what's cool.

It's very hard to just have a pure form like a Hulu or a YouTube to be successful in China because our view is, users come to a platform; they really don't care whether it is professional or whether it's a user-generated, or it's premium, you see. They want to come to a big database to be able to find the content they want.

Both YouKu and Tudou do original content for a number of years, and we position it based on our difference in terms of age demographic. And so the content itself is really more suitable for the brand itself.

If Youku had adopted YouTube's business model, we just would not be here. We would not exist.

The online video business started in both China and the US around 2005/6, when broadband penetration grew big enough.

In the U.S., search engines are king. That is because everyone already knows what they are looking for. Brands have been around for a long time.

In China, going public has a cachet from a branding standpoint. It will improve our image to ad agencies, government regulators.

Youku Tudou is a hybrid, like combining Netflix and YouTube. Like Netflix, with Youku, which launched in 2005, we syndicate a library of longform content and create original content. The Tudou model started with user-generated content but is increasingly becoming about partner-generated programming.

Our platform is a one-stop shop, from marketing and promotion through to ticketing. But even in the early days, in 2006-07, when we were mostly carrying shortform video, we became the premier movie marketing platform.

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