SINGAPOREANS and Internet surfers worldwide can now search for information with a local twist online. Singapore now has her first local search and directory engine - rednano.sg.

For example, when a search is done on the word "PIE", instead of coming up with information related to the delectable delight served at tea, the Pan Island Expressway shows up.

This is because of the search engine's Singapore-centric factor.

Another unique feature is its ability to search and present relevant information across six different categories.

This means the search engine is able to process searches in news, images, web, directory, people and map searches concurrently, with just one click of the mouse.

Mr Paul Jansen, chief executive officer of SPH Search, told the media last afternoon that this new venture sifts out useless information for users, leaving only the relevant parts.

He added that users will be able to search as far back as digital archiving goes.

"For lifestyle information, it goes back all the way. For news information, we will provide a free-pass story database, going back 365 days for the English newspaper section, and of course, if you want to go back beyond the 365 days, it is subscription based," said Mr Jansen. Minister of State for Trade and Industry, Lee Yi Shyan launched the new startup at the Red Dot Museum to a crowd of 300 yesterday.

Besides having a better understanding of local context, culture and colloquialisms, Mr Lee said Rednano "can also go one-up" on foreign search engines by addressing and plugging the gaps in search results on Singapore, which are missing in other search engines.

Mr Lee added that this new idea will help worldwide netizens find "relevant and useful online information on Singapore, be it for tourism, business, cultural understanding or any purpose where local information is useful".

Rednano is a joint venture between local media giant Singapore Press Holdings Limited (SPH) and Norwegian media group Schibsted ASA.

Said Mr Jansen: "SPH's knowledge in local affairs gives Rednano a distinct advantage over other players when it comes to providing best results in a local search."

But he added that they have benefited from Schibsted's experience in setting up local search engines.

Rednano adds to SPH's stable of online media which includes Stomp, Straitstimes.com and AsiaOne.

The projected investment for the online mediums come close to about $100 million.