Mobile English Lessons

September 18th, 2004

Adverblog
reports that RTV China is launching a new service allowing people to learn English in an integrated way. The company is launching a "Cool English" service that will include a radio program, interactive tv, and the "Slang of the Day" via SMS, as well as video and audio MMS.
The Press release reveals

Learning English is trendy and even receives increasing governmental support: Over the next 8 years, 62% of Shanghai's citizens shall speak English ? that's the goal. With RTV China there now is a Chinese/German media company supporting this effort with a new campaign. What's 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.

The integrated programming has a technical reach of 700 million people
RTV press release

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