Nat Geo, Sina join for Chinese site

Web destination offers translated content on wildlife, travel

BEIJING -- National Geographic Digital Media has launched a Chinese Web site with Sina.com, China's leading web portal,to tailor its nature and wildlife photographs and news to suit the world's largest online audience.

The Chinese-language Web site, provides translated content covering wildlife, natural history, travel and culture, science, space and the environment, the companies said in a Sept. 1 statement from Washington, D.C.

Chen Tong, Sina chief editor, said the jointly developed web site would further help consolidate Sina's leading position in the market for Chinese-language content. Sina says it has 230 million registered users among the nation's 340 million people online.

"We welcome the opportunity for National Geographic's content and its mission of inspiring people to care about the planet to reach this audience, which is hungry for compelling and quality stories and images from around the world," NGDM president John Caldwell said.

The Web site joins National Geographic's other outlets in China, where its magazine is published by Trends and its television programming, such as "Wild Weekend" is broadcast in wide national syndication on Chinese television.

The award-winning English language Web site Nationalgeographic.com attracts 13 million unique visitors per month.
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