Internet television service provider Joost said it launched a Chinese service Wednesday with local portal TOM Online to tap the world’s largest online market.

The company has also set up a joint venture with Hong Kong-listed TOM Group, parent of TOM Online, to bring a full Joost offering to China, Joost said in a statement posted on its website.

“There’s a great market opportunity in China: content producers who are making high-quality content, advertisers eager to reach consumers online, and an active online community,” said CEO Mike Volpi.