If in traditional media one often finds oneself finding ways getting around outdated regulations, in the new media sector in China regulations may simply be absent. This doesn't mean that the field is not regulated, however, as there are various semi-formal "recommendations" issued by the ministries which act as laws. As their semi-formal status suggests, these can change rapidly, and therefore for one's business to last long in new media in China it is even more important to know the direction of policy development.

As China emerges from a copycat of western ideas and technologies to a true innovator, the market will eventually mature and the regulations will stabilise to reflect the changes. However, with an online population as big as China's, how the eventual state of the market will be is up to anyone's guess, and the most practical approach is to lay aside empty speculations and start doing things.

• Internet Users: 103 Million (2005)
• Broadband: >50%

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