A new dimension of learning English.
Cool English via radio, audio/video, MMS, iTV, SMS and print – combined in one big cross-media campaign all over China reaching 30 million contacts per week
(PRWEB) September 16, 2004 -- "Hello, how are you?" - you can hear that more and more often in China. Learning English is trendy and even receives increasing governmental support: Over the next 8 years, 62% of Shanghais citizens shall speak English – thats the goal. With RTV China there now is a Chinese/German media company supporting this effort with a new campaign. Whats special about it is the approach, NOT to teach boring school English but cool slang and trend talk about topics ranging from dating to sports and travel in a radio program called Talk da Talk". The radio program is only part of a true cross-media campaign, which is unique not only in China. The campaign also includes the Slang of the Day" via SMS, as well as video and audio MMS. It is further enhanced by cooperation between radio stations, magazines, book publishers and SMS providers of China telecom all over China.
Because it all depends on the teacher, RTV China managed to get popular American born Chinese VJ, David Wu (The Wu Man), to lead through the show. His jokes and cool style make this show - well, special… Wus company, ‘Digit One is the perfect partner for this approach. RTV Chinas CEO, Axel Klopprogge points out:"It is ideal that we can support the weekly one-hour radio show and daily new phrases with SMS service to enhance the learning factor. This combination of radio and telephone is a perfect new approach which is tailored to our young target group – and much more fun than a dull textbook."
The RTV produced radio program is on air since February 2002 in 20 provinces throughout China with a technical reach of 700 million listeners. RTV China has been successful in the Chinese media business for 10 years and supported brands like e.g. BAYER in building up their brand awareness. CEO Axel Klopprogge received awards for best radio producer in China" and has a strong background as one of Europes No.1 hit composers and producers. The success of his unique infotainment radio shows is based both on great content and on a great current music selection.
Klopprogge explains: We wanted to differentiate our show from conventional radio productions. We do not just alternate music and content parts, but ‘compose each show with great technical effort in studios in Frankfurt, Germany and Shanghai. We even have specially composed backdrops – just like for a big hit production." Klopprogge is supported by his friend and partner Volker Barber, head of the German studio.
The new Talk da Talk" show met the taste of the audience right on – and comes just in time to support the trend of learning English.
Contact:
Bettina Born
RTV China
b.born@rtv-china.com
www.rtv-china.com
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