SHANGHAI, April 26 -- Rupert Murdoch's News Corporation is bringing www.myspace.com to China, a latecomer that is betting it can overcome that handicap by competing unconventionally as a start-up.

The News Corporation signed a deal to license the brand for its popular online social networking site and allow local Chinese entrepreneurs who understand their market to pick and choose to build an indigenous business. Using this approach, the News Corporation hopes to succeed where other Western Internet ventures have failed.

Myspace also launched the logo of MySpace's Chinese Website bearing Chinese characters "友你 友我" (meaning "let us make friends") at today's press conference.

The Chinese branch, whose investors include MySpace, International Data Group and China Broadband Capital, is run by a local team led by Luo, former director of MSN's Chinese division.

The Chinese branch of MySpace said it hoped to create an online community which will enable users to express themselves freely through blogs, Sina.com reported.

Bought by News Corp for US$580 million in 2005, MySpace.com is the world's most popular social networking site with more than 100 million registered users.

MySpace China was co-founded by Rupert Murdoch-controlled News Corp, International Data Group and China Broadband Capital Partners, the investment company of former China Netcom Group Corp chief executive Edward Tian. The new company identified itself as a "locally owned, operated and managed company". "MySpace China is a local Internet company," said Luo.

Cao Junbo, chief analyst from domestic research firm iResearch, said the most urgent challenge for the new company was how it could attract a large number of users from its local competitors in a short time.

www.lovemyspace.cn has a deep belief that MySpace will have a great success in China. In addition to the global experience in international market, the magic weapon is the local management teams who are expertises to Chinese traditions, the culture and social. The traffic rank is dramatically rocketed in Alexa after 3 days of MySpace China launching.

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