Micro-blogging is a broadcast medium similar to traditional blogging but with a smaller file size of less than 140 Chinese characters and is usually comprised of a short sentence fragment, an image or embedded video that is shared with "fans" of the micro-blogger.

According to a report on China's micro blog market released by news portal sina.com in September, China's micro-blogging population had grown rapidly from more than 54 million people in March to more than 103 million people. Some 63 celebrities' micro blogs have attracted more than 1 million fans.

Today, around 25 percent of China's 420 million Internet users are micro-bloggers, the report said.

Research released by Analysts International, an Internet consultancy organization, said there could be 145 million people using micro blogs in China next year.

With micro-blogging attracting so many people, including officials, scholars and celebrities, it is playing an increasing role in almost every field and acting like a new medium between people, the authorities and news providers.

Authorities in 59 cities and regions - including Chengdu and Yinchuan - launched official micro blogs in 2010. Chengdu's official micro blog drew the most fans, having more than 53,000 as of Thursday.

Micro blogs have been an important conduit for sharing news. The first information about the catastrophic mudslide in Zhouqu, Gansu province, in August was released through Sina Weibo, China's largest micro-blogging service, by Wang Kai, a 19-year-old boy who was later described as a "one-man news agency".