(Yicai Global) Oct. 23 -- China's mobile phone maker Vivo Electronics Corp. has won the exclusive naming rights for this year's Double-Eleven Shopping Festival Carnival Night for more than CNY100 million.

For the first time, three networks will simultaneously broadcast the carnival night this year: Beijing Satellite TV, Zhejiang Satellite TV and Shenzhen Satellite TV. Viewers can also watch the entire carnival gala on the youku.com site owned by Youku Tudou Inc.

Award-winning producer David Hill, the director of last-year's Tmall Carnival Gala, and known as the 'Super Bowl King,' will be director of the carnival night again this year.

The 2017 Tmall Double-Eleven Global Carnival Night will create a completely new form of interaction and media forms based on Big Data, with online-to-offline interaction as the core, thereby redefining the dynamic of how media and brands are involved in the transmission mode and setting the future direction of the business, said Zhang Yong, chief executive of Alibaba Group Holdings Ltd. [NYSE:BABA].

The Double-Eleven e-commerce festival that falls on November 11 (11/11) is also known as 'Singles' Day.' It started as a counter-Valentine's Day male students at Nanjing University pioneered in the 1990s to protest and resist societal pressure to marry. They may have taken their inspiration from the four single digits in the date, which is the prevailing, if erroneous view as to the origin of the term. Apocryphal or not, the celebration has since evolved into China's Black Friday.