Internet ghostwriters, team-buying and more: China's new media in 2010

09:20, January 05, 2011      

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Going far beyond human beings' traditional notions, new media has been growing fast and influencing people's lives in ways few things have done before.

In 2010, China's new media industry witnessed explosive development. But with "new" comes uncertainties and challenges. The following are brief reviews on the development of China's new media and outlooks on its future.


At a time when netizens lost interest in lengthy articles and elites seek to always be in the spotlight, micro-blogs make their wishes come true.

Short and convenient, micro-blogs also experienced a "big bang" in China last year, with the number of micro-bloggers at China's popular portal almost doubling in less than six months.

Afterwards, the other three major web portals, including, and, each set up their own micro-blogging services.

With more government officials and entities registering, China's micro-blogging services are widely expected to play an more important role in connecting the public and the governments in 2011.


Baidu's dominant position in the search engine market would face fierce challenges from rivals, including, Microsoft's Bing and from the People's Daily, the flagship newspaper of the Communist Party of China.

Xinhua is also preparing to launch its joint venture search engine, together with China Mobile, a leading company in mobile networks.

Goso and Xinhua both have the advantage in term of providing content, while Bing has a big edge in technology and funds. They are expected to post imminent or potential threats to Baidu in 2011.

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