lose on the heels of trouncing leading search engines Google and Yahoo on their home turf with a home grown warrior, China has surprised the world yet again. This time by launching an online platform for buying and selling media, called TradEx, to facilitate media transactions. The system has been developed by a Chinese company, Sun New Media.

The system is monetised and is open only to members. It allows users to trade a wide variety of media, ranging from TV spots to newspaper ad space. The revenue model is such that apart from the membership fees, Sun will also take a small commission from each online sale. Since the launch of the system in the second quarter, over 500 media buyers and advertisers have already signed up for the exchange.... more