(Yicai Global) Nov. 14 -- China's most influential entertainment content provider, Joy Entertainment, has struck a deal with Chinese social media platform Weibo, run by Weibo Corp. [NASDAQ:WB].

Under the agreement, the pair will work together to create humorous content and other programs to add to their comedic intellectual property materials, Sina Tech reported yesterday.

The two firms will discover and nurture comedy talents through Weibo, and broadcast programs through Joy Entertainment's multiple variety shows. The pair will also link up to develop short humorous video clips.

China's Weibo had 376 million active users as of the third quarter of 2017, making it the nation's largest social media platform. Comedy is one of the site's most popular content categories.