MySpace partners with Microsoft in China

MySpace China has partnered with Microsoft to publish a MSN community channel in China, according to local media reports.

MySpace is generally recognised as the world's largest social networking website, but has been slow to gain users in China since launching in April this year.

"The Chinese MSN network has a substantial user base and strong brand name," said Luo Chuan, chief executive at MySpace China.

"As a channel partner, this will help MySpace China to further enhance its brand image and continuously upgrade its quality of service to reach white-collar users."

Luo is the former chief executive of MSN's Chinese division, but left to head MySpace China, a joint venture between MySpace parent News Corporation and two other companies.

MSN's instant messaging service is popular among better-educated white-collar workers in China, despite having a relatively small share of the overall market.

The new MySpace China MSN channel provides news and entertainment services, including free online music. The MSN China home page includes a small link to MySpace China.

While MySpace China and Microsoft appear to be moving towards closer cooperation in China, their relationship so far has been competitive.

MSN already offers a blogging service, MSN Spaces, which mimics some MySpace features. MySpace China, meanwhile has just announced a basic instant messaging application which competes with MSN Messenger in China.

Forced to battle against entrenched incumbents, MySpace has grown slowly in China. Wendi Deng, the Chinese wife of News Corp founder Rupert Murdoch, was recently appointed as the company's chief of strategy.

The move has been seen by some pundits as an attempt to impose a firmer direction on the new venture.