Cool English via radio and SMS

To learn English is one of hottest topics in China and language courses are all around. Many employees take courses after work, and many are supported by their companies. Here comes the next superpower, because many countries in the region thought that their skills in English would offer some protection. But it is time to wake up. It is a goal that over the next 8 years, 62% of Shanghai's population should speak English.

The article states that "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."

Cool - is our comment at Asia Business Consulting