As the Communist Party of China (CPC) celebrates its 90th birthday in the eastern half recently, the western hemisphere also has something to cheer about, that is the birth of a more western-oriented, fresh version of the People's Daily Online English Edition, a present the ever-changing China presents to the world on this very special occasion.
Standing in front of me is the man behind this classic act. His name is Xinghan Xu, director of the English Department of People's Daily Online. Xu walks like the wind and talks like a winner.
I walk with "the wind" to a quiet, breezy place inside the heart of CPC's official news site — People's Daily Online. We sit and the conversation starts.
The focal point of this dialogue is the freshly launched English-language edition of People's Daily Online. The industry leader shares with me his inside knowledge of the mysterious digital media industry in China, what the brand new version of the Chinese digital media Titan brings to the table, the thinking behind the site's major renovation and other "Chinese mysteries".
Suite101: Everybody knows that People's Daily Online is a major player in China's digital media industry. Likewise, Suite101 also builds its reputation as a premier brand in Canada's new media sphere. So I think, for this sit-down interview, a well-established Chinese high-tech media and a leading Canadian online magazine are a perfect match.
Xinghan Xu: Yeah. I hope so. Welcome.
Suite101: For so long, China's mainstream online publications have kept a low profile. In the chorus of global media, there are not many voices heard from China. Western media are always the ones to sing the keynote. What's your take on this?
Xinghan Xu: As a media person, I respect the freedom of speech in the Western world. It is a fact that the global public opinion has long been heavily influenced by the Western mainstream press. I think it makes sense, for the world's biggest superpowers, the once Great Britain and United States, are all Western countries.
However, times have somewhat changed and, bursting onto the global scene, China is rising as a new world power. China has, in recent years, gained more and more world attention and people's interest in China has been skyrocketing accordingly. I believe the "Chinese harmony" will be heard more often and with stronger intensity in the symphony of global media.
Suite101: For ages, China has remained a land of mystery. Similarly, Chinese online media are relatively lesser-known at the international level when compared with their well-known Western counterparts. Exactly, what is the big picture here on the Chinese online media landscape?
Xinghan Xu: In terms of market size, China undoubtedly has the world's largest online media market and it still keeps growing. According to the CNNIC statistics, by the end of June 2011, the number of Chinese netizens reached 485 million and that of the microblog users shot up to 200 million; and by the end of last year, there were 1.91 million websites. There still remains much room for growth as China's economy continues to expand.
Although Chinese mainstream online publications are all state-run, China's media industry is undergoing a process of commercialization, a move that may lead to expanding press freedom, growing competition and diversified content.
Suite101: It's good news to hear because more and more people from around the world are seeking credible, reliable news and information about China.
Xinghan Xu: Yes. That's why we decided to launch a brand new version of the People's Daily Online English Edition, namely, to fill the demand void and better serve the varying needs of overseas netizens.
Suite101: So what does the whole new version of the Chinese digital media Titan bring to the table for the Western cybercitizens?
Xinghan Xu: Simply put, more engaging content and better customer-oriented services.
The People's Daily Online English Edition has undergone a drastic transformation, mainly manifested in its positioning and content structure. We totally repositioned ourselves from targeting a general readership to serving specifically the foreign netizens. We also simplified our content structure by cutting off a substantial amount of inactive, inessential columns and replacing them with new, cutting-edge features tailored-made to meet the needs of assorted Western cybercitizens.
The new content is more engaging, dynamic and in-depth. In addition to quality China-related news services, our special attractions include comprehensive free Chinese learning programs, free practical China travel guides and services, the most authoritative China database on the Web as well as an in-depth China Study column, among others.
Suite101: Could you please tell us more in detail regarding the fresh edition's new features?
Xinghan Xu: Sure. The People's Daily Online English Edition has been perceived by global audiences as the most authoritative English-language online publication in China since its inception in 1998. Renowned for its unrivalled political status, the expanding English-language online presence of People's Daily newspaper serves as the official vehicle for the world to understand China in general as well as the country's mainstream trends, values and perspectives.
Inheriting its vintage lineage, the fresh English Edition strives to strike a chord with the Western netizens by implementing a series of new, exciting features, which encompass the Web's most authoritative free Chinese learning programs, the most trustworthy China travel guides and services, the most credible China database as well as several exclusive featured columns.
The Chinese learning online community is a new bright spot on our website. We initiated a sub site, shifu.people.com.cn, specifically for the community. Initially, at the current stage, we run our routine with daily updates of a few simple Chinese character learning tips. Ultimately, we expect to develop the community into an open platform for all reputable Chinese educational institutions and officially put it online in the fourth quarter of this year. It will be a multifunctional language learning platform not only for overseas foreigners to study, interact, socialize and download materials for nothing, but also for expats in China to acquire the most comprehensive, reliable and up-to-date information about local language courses. Our core competence here is the vast resources and the highest-end platform we possess.
Another highlight in the new version of People's Daily Online English Edition is the China Study column. This is a product of our collaboration with a research institution of Tsinghua University, one of the most established comprehensive universities in China. The research institution mainly conducts in-depth studies on China issues. This China Study column is meant to release the institution's research findings to those China watchers or anyone who has a keen interest in China issues.
Apart from the Chinese learning online community and China Study column, other new distinctive features include trustworthy China travel guides and services, credible China online database and several exclusive featured columns. I'd hold these special features here for interested netizens to explore on their own.
Suite101: OK, fair enough. But as you know, People's Daily Online English Edition is not the only major China-based English-language Web destinations. There are still a number of them out there — Global Times, China Daily and CRIENGLISH.com, to just name a few. Why would people choose to turn to your pages? What makes People's Daily Online English Edition stand out from the rest?
Xinghan Xu: It's a good question. Firstly, as far as authority and credibility go, People's Daily Online English Edition is second to none in China. Its brand recognition is simply the best. Secondly, under the wise leadership of Mr. Hong Liao, President of People's Daily Online, a sound working mechanism was well established.
As such, the People's Daily Online English Edition attracts an elite group of highly professional talent from all corners of our country. The star-studded team consists of our own panel of experts, senior columnists, talented news anchors and fancy photojournalists, let alone editors and other staffs.
Commentary, the traditional strength of People's Daily newspaper, is also the main thrust of the paper's English-language online presence. Some of our Op-Ed columnists are among China's most talented.
The foremost brand, a wise leader and a dedicated elite team — they are what set us apart from the other domestic major news sites.
Suite101: Glancing at your page, one can easily tell the difference between the old and the new version. The fresh one is more aesthetically pleasing. But from the core, does the "loudspeaker" of China's central government make any changes? How do you see propaganda and journalism? How do you maintain your news site's journalistic independence?
Xinghan Xu: The People's Daily Online English Edition has always kept maintaining the professional standards in its news coverage. It has an independent editorial board comprised of world-class talent with formidable credentials, designated to guarantee the quality and objectivity of its reportage. The new version will still be consistent in retaining its prestigious journalistic credibility.
Suite101: I believe in the dependability of the People's Daily Online English Edition. But in the eyes of a certain number of Westners, your government-backed reports were far from storytelling and deemed as government press releases. Have you ever heard of those voices?
Xinghan Xu: There's an old Chinese verse that it's like a range when you look at the hill from the front; it's like a peak when you look at the same hill sideways.
We care a lot more about foreign readers' appetite than before. Foreign readers are not satisfied with old orthodoxies and dry discourses, and neither is the People's Daily Online. The new English-language version is not our final "fantasy", rather it will be constantly growing in order to meet various demands of a growing number of overseas netizens. I hope interested readers would pay close attention to our site and fire away with any questions or comments.
Suite101: Neat. Thank you very much for your time, Mr. Xu.
Xinghan Xu: Thank you. Any time.
Zhenyu Li - Zhenyu Li is an internationally recognized bilingual culture columnist. He pens the "Created in China" column for Suite101.
