Chinese Internet media are exploring innovative products including reader-friendly content and apps for news outlets to attract more of the country's growing Internet and mobile users.

With the growing popularity of smartphones and tablet computers, and with wider Internet coverage, more people are getting information through new media, which is creating new opportunities for these media, said Ren Xianliang, deputy chief of the State Internet Information Office.

"A new type of mainstream media will be developed in China, combining the traditional and the new media," Ren said in a keynote speech at the 14th Forum on Internet Media of China in Suzhou, Jiangsu province, on Friday.

The two-day forum attracted more than 350 industrial leaders and government officials to outline a blueprint for the future development of the country's Internet media.

China has nearly 4 million websites, and its number of Internet users has reached 632 million, according to the State Internet Information Office.

"We will focus on the Internet to build a number of new media, telling stories about China, making China's voice heard by the world, and reflecting Chinese values in global reports," Ren said.

His speech echoed President Xi Jinping's call for establishing a modern communications system.

Xi vowed in August that China will spare no effort in forming new types of media with multiple communication platforms, advanced transmitting methods and a competitive edge, which is viewed as opening a new chapter for the industry.

The theme of the two-day forum is to accelerate the integration of media and build new media. Three sub-forums were arranged to discuss ways to realize media integration, media operation in the era of big data and technology trends in media integration.

Under the guidance of the State Internet Information Office, the forum was co-founded by the All-China Journalists Association, Internet media and local news websites.