Social media network Douban, sometimes referred to as China’s online home to the literati has launched its first paid content feature Douban Time. Douban is the latest player in the emerging paid content market in China, which WeChat looks to be joining soon as well.

Douban Time will feature curated texts, images and sound from experts and writers in different fields. Catering to its audience, Douban Time’s first offering is a 102-episode poetry review program which will invite poets and critics to give lessons in poetry appreciation. The RMB 128 pricing is below that of the established paid content app iGet, which offers yearly subscriptions for RMB 199.

The company behind iGet is Luogic Show (罗辑思维, a play on the host’s name), a new media startup founded by former CCTV host Luo Zhenyu. He left CCTV to start a web show offering book recommendations and other self-help advice, then grew to offer exclusive content from a range of experts through his platform. The company’s 2015 RMB 1.32 billion series B reportedly made Luo Zhenyu the richest new media entrepreneur at the time.

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Linda Lew

Linda Lew is a Beijing-based journalist who covers technology, start-ups and business in China. You can reach her at lindalew at aliyun dot com.