TBS Television has begun licensing its animated programs to an online content provider in China. In January 2012, TBS offered online to Chinese viewers the drama "Mooncake," which was jointly produced by TBS and MediaCorp of Singapore and broadcast in Japan and Singapore in December 2011. The new initiative, however, will mark the first time that TBS has made its animated programs freely available to the Chinese public online.

To offer its animated programs in China, TBS is partnering with Huadaiwang (HK) Co., Ltd., an online content provider that is coordinating with Chinese authorities to combat copyright infringement. Together with D2C Inc., a subsidiary of NTT Docomo, Inc. that offers online and mobile advertising and marketing services, Huadaiwang is creating a website for China that features Japanese animated content. The first TBS title that will be made available via the upcoming site is the popular "Kaicho wa Maid Sama!"

In China, the Copyright Protection Center of China(CPCC) is a government institution that provides copyright services to the public. It sends warning letters to operators of websites hosting pirated material and brings suit on behalf of rights holders. Huadaiwang is working hand in hand with the CPCC to fight the piracy of intellectual property.

In China, the yearly value of advertising on websites offering video content is estimated at 110 billion JPY (7.1 billion CNY, 1.14 billion USD) and continues to grow rapidly. At the same time, the piracy of video content is rampant, severely hampering the success of legitimate animated series, dramas and other programming. By licensing its content to Huadaiwang, TBS aims to stem the flood of pirated versions of its animated programs. In addition, TBS plans to leverage this initial offering of animated programs online to expand the sales of its content in various genres in China.

Based on the views of illegal uploads of "Kaicho wa Maid Sama!" episodes in China, it is clear that the program has a very large hidden fan base in the country. In this animated love story, main character Misaki Ayuzawa is the first female student council president at a previously all-male high school. To help her family make ends meet, she also works in a maid caf?, a type of coffee shop in Japan in which the servers pretend to be the household servants of the customers.

Huadaiwang plans to open the new site in June 2013, initially offering "Kaicho wa Maid Sama!" and 15 other Japanese animated series. The uploaded episodes will include Chinese subtitles and will be available for view on personal computers and other Internet-connected devices. Advertisements packaged with the episodes will provide the revenue base for the new site.