Chinese internet TV company Youku Tudou has unveiled a revamped site design and the introduction of new social features and original programming.

"True Dou" will further distinguish between the Youku and Tudou brands operated under Youku Tudou's dual-platform strategy.

A larger, sleeker video player is front and center in Tudou's new layout, while a new discussion feature, "Doupao," makes it easier for viewers to discuss videos in real time. There are also three new channels of Tudou-specific content - Tudou Original, Entertainment, and Animation.

Doupao makes video-watching a social activity. Pop-up bubbles on top of videos display real-time feeds of video comments.

Tudou also announced three new self-produced programs under its youth-focused Tudou Original brand. The first of these, "Yif Magic," will offer weekly instalments of entertainment programming every Friday. "Tudou Surfin'" and "Tudou Groovin" will present regular video magazine-style updates on global pop music, celebrities, and the entertainment industry.

"The Chinese online video industry has been characterized by fierce competition for the past several years," said Youku Tudou Chairman, CEO Victor Koo. "Now that Youku and Tudou are no longer competing with one another, it's time to let both sites be themselves. Tudou's new design and identity position it to appeal to younger, more independent audiences than the more general audience served by Youku."

"We're excited about Tudou's potential following the recent merger," said Yu Zhou, Senior Vice President of Youku Tudou Inc. and Chief Strategy Officer for Tudou. "Ever since it launched in 2005, Tudou has positioned itself as the best choice for entertainment-focused, fashion-conscious young people with a combination of innovative technology and top content. The site redesign, new social features, and the True Dou campaign will make it clear to viewers that we aren't resting on our laurels."