Content moves at Hong Kong's South China Morning Post will see stories shared with India's Times Group, while a new unit has been set up to help advertisers with content.

In a new strategic partnership - the first of its kind by SCMP - the Times Bridge investments and partnerships arm of India's Times Group will share content with Times using select items from SCMP and acting as its primary partner in India for content syndication.

As it expands from being Hong Kong's "paper of record" to a global media company, SCMP has added three digital media platforms - Abacus, Inkstone and Goldthread - and entered into partnerships with key media around the globe. The partnership with Times bolsters expansion into southeast Asia with new hires and a China Conference to be held in Kuala Lumpur this month.

SCMP chief executive Gary Liu says India is "a natural market" for SCMP. "This partnership will give Times of India readers further insight into China and will continue to expand SCMP's global reach."

Morning Studio is a dedicated branded content team within SCMP's creative arm, its launch coming on the same day that SCMP unveils a new homepage with AI-powered personalised settings.

General manager of advertising & marketing solutions Romanus Ng sees the unit as the "capstone of this grand platform", connecting readers and advertisers around the globe.