September 26, 2004
RTV China is launching a big cross-media campaign all over China, reaching 30 million contacts per week via radio, audio/video, MMS, iTV, SMS and print. The new campaign called Cool English is special in the sense that it is not to teach boring school English but cool slang and trend talk about topics ranging from dating to sports and travel. The campaign includes the "Slang of the Day" via SMS, a radio program called "Talk da Talk", 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.
Sometimes, it's better to speak to your target audience in their own language. If they prefer a fun approach, then give them that. If they prefer to receive content through SMS, give them that too! RTV China’s 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."
Read: RTV China press release
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