Role of new media underlined for state-run newspaper

A senior leader of the Communist Party of China (CPC) has urged the People's Daily, the CPC's flagship newspaper, to make full use of advanced technology to develop new media in order to amplify its voice on the world stage.

Li Changchun, a member of the Standing Committee of the Political Bureau of the CPC Central Committee, made the remarks Friday while inspecting the Beijing-based paper's headquarters.

"(The paper) should seek a path for the development of its new media that boasts Chinese characteristics as well as international standards, fulfilling its role as a precursor for traditional media to enter the new media realm and gathering experience for other media groups," Li said.

Founded in 1997, the website of the People's Daily newspaper is now one of the largest news websites in the country, with services provided in 15 languages and coverage of more than 200 countries and regions.

Shares in the website company made a strong debut on the Shanghai bourse in April.

While visiting the company, Li encouraged editors and reporters to open their own microblog accounts.

While praising the paper's past efforts in guiding public opinion, Li called on the group to strengthen its publicity and educational functions on the Internet and focus on steering public opinion regarding online issues.

Li also urged the paper to expand its influence by following a market-oriented strategy and exploring richer and more attractive materials.

In addition, Li stressed the fostering of more new media talents, especially online journalists and commentators, as a foundation for the development of new media.