ABSTRACT
Recent years have witnessed remarkable increase in the development of webcasting business in China. As the largest broadband user in Asia and the second largest broadband market in the world, China holds great potentials to explore business opportunities brought by the emerging webcasting business. This chapter reviews the market environment and the status quo of the webcasting business practices in China; it also discusses the pertinent issues facing the market in order to seek for suggestions for future development. Since the founding of the People’s Republic of China in 1949, a communist media system introduced from the former Soviet Union had been established and prevailed for a quite longtime in China. Constrained by a very strict policy control, media had been considered merely a tool for political propaganda. With a population of 1.3 billion, China contains the biggest market potential to develop the digital media services.
