BEIJING: Online social networking giant MySpace has launched in China and, emulating its inception, opted for a unusual approach to the world's second largest internet market.

MySpace China is run by local nationals who have licensed the technology from News Corporation.

The site's original co-founders, Tom Anderson and Chris DeWolfe, will sit on the board of the Chinese company, as will Wendi Deng, wife of NewsCorp chairman Rupert Murdoch.

Revenue will come from advertising, and the site is expected to face stiff competition from hundreds of other social networking ventures extant in China.

It is hoped that opting for a localized approach will avoid the pitfalls faced by operators such as Google and eBay, both of which adopted unsuccessful international strategies before handing over to Chinese partners.

Data sourced from Wall Street Journal Online. additional content by WARC staff