Internet and mobile wireless as emerging content distribution platforms have not only redefined the traditional media market, but also influenced the business strategies of the transnational media corporations (TNMC) that are expanding their operations into the ¡§new-media¡¨ system in another country. The purpose of this study is to explore how global media move from the traditional television distribution channel to the Internet and mobile wireless platform in the country of China and what strategic patterns of alliance they engage to obtain sustainable competitive advantage. Applying a resource-based view (RBV) framework of analyzing strategy and employing a case study approach, this study investigates the formation and evolution of strategic alliances for the U.S.-based TNMCS in the marketplace of China and discusses how their resources were aligned with their local counterparts¡¦ resources in marketing their content products. The alliance involving Time Warner, News Corporation, Disney, and Viacom were examined. Cross-case analysis identified six alliance patterns, including the importance of content-distribution resource alignment, the acquisition of local knowledge resources, the strategic alliances between TNMCs, the decrease of equity-based alliances, the complementary role of property and knowledge resources, and the necessity of uniting resources that enable the local responsiveness of video-related products.