MUMBAI: ESPN is looking to build its brand further in China. The sports broadcaster will launch a Chinese-language monthly magazine in December.

It will target the young male. In Asia ESPN has a 50:50 JV with the Rupert Murdoch owned Star Sports.

Vertex has acquired the publishing license of the Chinese Edition of ESPN magazine. The magazine will offer a mix of original content targeted to the interests of sports fans in China, as well as material from the US edition of The Magazine.

Editorial is expected to include coverage of international, European, and Chinese soccer; international and Asian basketball leagues, as well as the NBA; professional golf; track and field events; auto racing; bicycling, action sports. The magazine will also feature regular contributions from commentators who appear on ESPN's Chinese television service. .

What has helped ESPN make this decision in China is the fact that in the past few years the Chinese government has loosened its grip on what can be published. Reports indicate that the Chinese magazine market has become flooded resulting in ad rates being offered at a high discount.