BEIJING — Luo Chuan, chief executive of MySpace’s China unit MySpace.cn has ankled and is expected to join Beijing Netmovie Co.

The former MSN general manager had lead the China unit of News Corp.’s social networking site since its inception in April last year.

The reason for his departure is unknown but rumors circulating on Chinese websites suggest that Luo disagreed with the MySpace board on the localization of the site.

MySpace introduced a series of localized strategies to cater to the demand of Chinese Internet users.

Beijing Netmovie is a video and movie content provider, which is partially bankrolled by IDG. It buys the copyright of movies and videos and sells them to video sharing sites and Internet cafés.

China has more than 250 million Internet users and the market is dominated by domestic webcos such as Alibaba, Baidu, Sina and Tencent. Western players like Google and MySpace have had to focus on tailoring product to the local market.