The Shanghai Media Group (SMG) has partnered with China's largest home appliance supplier Haier to cooperate on the development, marketing and services of high-definition televisions.

This is the first strategic cooperation ever reached in China between a high-definition content provider and a high-definition equipment and service provider.

The two parties will make full use of their respective advantages in products, content, technology, marketing, channels and services to launch a multi-faceted strategic cooperation. As a start of this partnership, the companies have jointly launched a high-definition television brand called "INNOV" for their high-end customers.

Zhang Dazhong, vice president of SMG, said that the companies will cooperate mainly in three aspects. First, they will work to improve the high-definition content to provide better viewing experiences for consumers. Second, they will cooperate in marketing. SMG has begun to sell Haier's INNOV TV on its family shopping column. Third, as a high-definition content provider, SMG will cooperate with Haier in services so as to communicate better with consumers to improve and strengthen its services.