Alibaba Group has unveiled a deal with Dragon TV, a subsidiary of Shanghai Media Group, to jointly create an entertainment platform that combines traditional media, the Internet and mobile communications. Ju Huanzong / Xinhua

SHANGHAI - Alibaba Group has unveiled a deal with Dragon TV, a subsidiary of Shanghai Media Group, to jointly create an entertainment platform that combines traditional media, the Internet and mobile communications.

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The deal, announced at the 20th Shanghai TV Festival on Tuesday, will see Alibaba Digital Entertainment Group (ADEG) and Dragon TV bring their "legion of fans" together under the new platform, according to Liu Chunning, vice-president of Alibaba Group.

Liu said that under the deal, the television audience will not only be able to comment and interact with programs via their mobile devices, but buy items they like on TV shows from Alibaba's online stores.

"We will soon set up a flagship store of Dragon TV on Tmall.com operated by Alibaba, so that the audience will be able to get what they see on TV," said Li Yong, director of Dragon TV.

The two will also cooperate in Yulebao, Alibaba's new wealth management and value-added service platform that collects funds to invest in cultural products, including films, games, TV dramas and concerts, Liu Chunning, who is also president of ADEG, told Xinhua.

Li Yong said that the deal with Alibaba Group is the TV station's attempt to explore a new form of entertainment in the Internet era, and he hopes such cooperation will bring new breakthroughs in the TV industry.