London, 29 September 2009, the UK's leading live online bidding site, has launched its first live internet bidding sale in Beijing. The launch in China is a significant step in geographical expansion for as it increases the international scope of its pioneering bidding platform. is owned by ATG Media and backed by Matrix Private Equity Partners.

The Seasonal Sale at Huachen Auctions last week, offered an online catalogue in both English and Chinese via the-saleroom's online platform. The leading technology created by means that bidders who logged on in China, saw the buttons in Chinese. The innovative software was able to automatically detect which language the user's computer was set to and displayed the site in the right language accordingly.

Chinese-speaking bidders at the sale were supported by the-saleroom's agents in Beijing; Qiyi Wembo Art Company. China Guardian, Poly and several other Beijing auction companies were watching to see if this service might be appropriate for them; Poly has since committed to using the service in November. It is being viewed as a trial by all parties with the intention of broadcasting all of Huachen's November sales via the website.

Anne Somers, Chief Executive of ATG Media, owners of, commented:

"This is a very exciting step for us and we are committed to expanding the business into new markets. People all over the world are realising that the beauty of our site is that it is easy to navigate and that you can buy at auction from the comfort of your own home. We have now had successful bids made at live auctions via in over fifty-five countries and we aim to increase this number substantially over the next year."

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