Sports Illustrated will publish a sports magazine in China beginning this fall, it was announced today by SI Managing Editor Terry McDonell and SEEC Media Group Chairman Boming Wang.

SI China, which will be produced and distributed in partnership with SEEC Media Group, will launch with a permanent staff of writers, editors and designers based in Beijing and throughout China. It will also have correspondents in the U.S. and Europe. The launch frequency will be fortnightly with a plan to move to weekly.

The magazine will carry mostly original content produced by the China-based team with some translated stories from the U.S. edition of SI making up the balance of the coverage. Emphasis will be placed on coverage of Chinese and American professional basketball, European and Chinese soccer and other popular sports that will be part of the 2008 Summer Games in Beijing.

"SI will now bring Chinese readers the same insight and access we deliver for our American audience," said McDonell. "Our partnership with SEEC allows us to develop an even deeper understanding of the emerging sports landscape in China."

"SEEC is thrilled to partner with Time Inc. in introducing Sports Illustrated to the China market. We believe that now is the perfect time, with the 2008 Beijing Olympics only two-and-a-half years away, to bring in such a prominent sports magazine," said Wang. "We are confident that sports fans in China will find SI China an exciting and insightful source of sports news and information."

About SI
SI is a multimedia sports brand that takes the consumer into the heart and soul of sports. The SI franchise is anchored by Sports Illustrated, the most respected voice in sports journalism which reaches a weekly audience of more than 20 million adults, and SI.com, the magazine's 24/7 sports news website that delivers more than 150 original stories to its users each week. Founded in 1954, SI is a division of Time Inc., the world's leading magazine publishing company and a subsidiary of Time Warner.

About SEEC Media Group Limited
SEEC Media is a leading print media advertising company in China. It owns long-term and exclusive advertising right of a number of quality magazines in China, including Caijing Magazine, Securities Market Weekly (The Integrated version and The Market version), New Real Estate, Successful Marketing and PC Magazine China Edition.