--A Special Talk With Zhu Yonglei, Deputy Director General of Bureau of Shanghai World Expo Coordination

In 1968, a new epoch in Olympic history was created by the coalition of the Olympic Games and TV. From that time on, the Olympic Games were no longer an in-stadium event, but rather entertainment in the spotlight for the general public.

Similarly by 2010, through the connection of the World Expo and the Internet, Expo Shanghai Online will take place, and with access to new media, the once traditional World Expo will bloom with charm and glow.

Mr. Zhu Yonglei, Deputy Director General of the Bureau of the Shanghai World Expo Coordination invited us to see a clear and visible blueprint of Expo Shanghai Online.

Marriage of the World Expo and the Internet

To the domestic public, even the World Expo itself is something new and fresh, let alone the addition of putting it online.

Mr. Zhu Yonglei introduced, "in the history of the World Expo for more than 150 years, the expositions have always been physical. But compared with big events like the Olympic Games, the World Expo has more diversely distributed pavilions, more content materials and a longer time span. Based on these characteristics, the World Expo is not likely to be broadcasted lively through intensive and continuous TV coverage like the Olympic Games are used to. But today, with the rapid development of modern telecom and Internet technology, time has become mature for virtual display online, so why don’t we show the brilliance of Expo Shanghai to all the netizens worldwide through the Internet? That’s why we want to launch this project of Expo Shanghai Online."

Born form the "combination" of the World Expo and the Internet, Expo Shanghai Online will not only be the spotlight of Expo Shanghai, but will be reputed as a great creation in the history of the World Expo too. Being an important part of Expo Shanghai, Expo Shanghai Online is the online platform for big events, expositions and interactivities based on 3D exhibition. Mr. Zhu Yonglei continued to explain, "to put it simply, we are going to establish a virtual and 3D online Expo Park within which every pavilion has a corresponding physical one. By simply clicking the mouse, netizens from all over the world can visit any of the virtual pavilions or join the interactive games online."

Taking full advantage of the Internet, Expo Shanghai Online has had its value highly praised by BIE and received high attention from a lot of countries and international organizations. BIE regarded it as a great creation which would have a lasting historical impact on World Expo development, and wished many countries and international organizations to participate actively in the construction of Expo Shanghai Online.

Guide, Extension and Supplement to Physical Expo Shanghai

According to the project planning, Expo Shanghai Online will be launched prior to the opening ceremony of the physical Expo Shanghai so that it can provide promotion and guidance in advance. In an easily accessed and vivid way, Expo Shanghai Online will introduce and promote Expo Shanghai, drawing the interest of people worldwide to come for themselves, and attracting more visitors from home and abroad to travel to the physical Expo Shanghai, therefore giving active support to the ticket sales of Expo Shanghai. This will enable an effective communication of the philosophy, spirit and the content of the World Expo in a wider range.

When the physical Expo Shanghai opens, Expo Shanghai Online will provide rich content as well. Its large capacity of background materials and interactivity will not only fill the gap left by ineffective communication caused by incomplete coverage of traditional media such as TV, but also enable visitors to take active participation, not reactive reception, from interests and requirements of their own through free roaming online and create a pleasant interactivity by doing so.

Expo Shanghai Online will also give the World Expo a "never-ending" curtain. Compared to previous physical expositions, the new online exposition lasts longer and can continue to be existent. Even after Expo 2010 Shanghai, Expo Shanghai Online can still be active for a long time and be ready to be extended and expanded if necessary.

Based on that, Expo Shanghai Online is the virtual exhibition, guide, extension and supplement of the physical Expo Shanghai. As Mr. Zhu Yonglei said, "Expo Shanghai Online is an important creation for the World Expo in the information time; it connects the physical one with the online one, promotes the philosophy, expands the coverage, and enhances the influence of the World Expo worldwide. It draws more tourists both from home and abroad to visit the physical Expo Site in Shanghai, and helps those not coming in every corner of the world to experience the brilliance of Expo Shanghai via the Internet."

Collection of Wisdom and Advance in Full Gear

Being the "spotlight" and the "creation", it’s no wonder that Expo Shanghai Online has had a complicated and hardworking preparation process.

The project of Expo Shanghai Online was confirmed in the second half of 2006. Soon after in Jan. 2007, the Bureau of Shanghai World Expo Coordination set up a team with members from the Department of Information, the Department of Information and the Department of International Participation to carry out the preliminary jobs. So far the Bureau has already made general project planning together with Capgemini China and confirmed Tencent Inc. as the general provider of service, operation and maintenance for Expo Shanghai Online Project. Crystal CG Project Sponsor will support in the area of digital media and will provide digital products. Moreover, a number of world famous information companies have also provided their professional support.

In June 2007, at the BIE Executive Committee Conference and the 141st BIE Conference, the Bureau of Shanghai World Expo Coordination made an introduction of the Expo Shanghai Online Project and got approval from the Conference. Afterwards in July and September the Bureau made themed reports on Expo Shanghai Online respectively to Mr. Loscertales, Secretary General of BIE and made communications regarding the general plan.

However Mr. Zhu Yonglei also mentioned, "such a brand new project will no doubt pose a lot of challenges to us, the Organizers. But with the support from BIE and guidance from the Expo Shanghai Organizing Committee and the Executive Committee, with the all out cooperation from each department in the Bureau, we are confident to overcome all difficulties and complete all the preparatory jobs of Expo Shanghai Online with success."

In the themed symposium held in Paris, France this April, Expo Shanghai Online was formally launched. Despite the tight schedule, nearly 100 participants from more than 40 countries and international organizations were eager to ask for introductory materials on Expo Shanghai Online and held communication meetings with the Project Team. In the symposium, Switzerland signed the Participation Confirmation Form with the Chinese part to build an Experiencing Pavilion and have hence become the first international participants confirmed to join the Expo Shanghai Online.

"The meeting in Paris brought a propitious opening to Expo Shanghai Online," Mr. Zhu Yonglei said, "For the next step, we will focus on international participation, domestic participation, and corporate participation in the full range. Then, the construction work will start substantially. We are fully confident not only to host an excellent physical Expo Shanghai, but to present an Expo Shanghai Online also which is sure to be successful, brilliant and unforgettable."