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Sina Corporation And National Geographic Announce Strategic Partnership To Develop Chinese Web Site


WASHINGTON — National Geographic Digital Media (NGDM) and announced today they have formed a partnership to cooperatively deliver National Geographic-branded content, including photographs and news stories, translated into Chinese and tailored specifically toward a Chinese audience, through Sina Corporation’s online audience at

NGDM and Sina are jointly developing the Chinese-language Web site National Geographic will provide content covering wildlife, natural history, travel and culture, science, space and the environment. Through the Web site, Chinese audiences will have access to National Geographic material that highlights local Chinese conditions and customs around the world.

“China surpassed the U.S. in Internet-enabled households last year, making it the largest country of Web users in the world,” said John Caldwell, president, NGDM. “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. National Geographic’s partnership with Sina is a powerful complement to the Society’s existing media endeavors in both television and print, and we look forward to working with Sina to bring to the Chinese audience content that fuels interest, excitement and caring about our world and all that is in it.”

Chen Tong, chief editor of, said “The launch of the jointly developed Web site with NGDM will not only offer high-quality global geographic information to Internet users in China but also further consolidates Sina’s advantages in content resources. will continue to provide Chinese Internet users with the best content and Internet experience.”

National Geographic magazine is published by Trends in China, and National Geographic Channel programming, such as “Wild Weekend” and “Wonderful Earth,” is broadcast on Chinese television.

National Geographic Digital Media is the multimedia division of National Geographic Ventures, the wholly owned, taxable subsidiary of the National Geographic Society, one of the world’s largest educational and scientific nonprofit organizations. At the forefront of the digital media revolution, NGDM publishes, delivering multimedia content to digital consumers. is the award-winning Web site of the National Geographic Society, and attracts 13 million unique visitors a month. combines National Geographic’s video, photography and maps with in-depth information and interactive features about animals, nature, destinations and cultures.’s news service, National Geographic News, publishes daily stories about science and discoveries.

Sina is a valued information provider serving Chinese communities and Chinese speakers worldwide. Sina owns several local Web sites, and its aim is to best serve Chinese people, whether they are within or outside of China. It has five main businesses: providing news and content (, providing added-value services and wireless service (SINA Mobile), providing Web 2.0 services and games (SINA community), Sina search and enterprises service (, and an online shopping service (e-commerce). The above services include local Web sites that add value through search engine and content searches, interest-based and community-building channels, free and paid e-mail service, blogging, video and film, Web games, information channels, pay services, e-commerce and enterprise IT solutions. Sina’s main revenue comes from advertising sales and distributing added-value services, as well as revenue from search engines and other services.


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