Each morning when James Lu drives to work, he streams economics podcasts that he purchased through iGet, a mobile app launched by Luo Zhenyu, one of China’s most recognisable media personalities.
“In big cities, people are too busy to watch books and watch movies. Famous personalities can teach you knowledge that let you seem as if you have read the book or watched the movie yourself,” he explains.
iGet is just one of a burgeoning cohort of new media start-ups that trade branded knowledge for money that China’s tech groups are betting on, as a country infamous for pirating demonstrates an increasing willingness to pay for content.
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