Media and Advertising

Radio: nationwide bilingual rush hour show starts

drivetime.jpg
CRI is enjoying your traffic jam

State-owned China Radio International (CRI) yesterday announced the launch of China Drive, a new nationwide show in both English and Chinese broadcast between 5 and 7 pm daily. It airs on 87.9 FM in Shanghai, 91.5 FM in Beijing, and other major cities throughout China.

According to their press release:

“China Drive is a no news zone. It’s a lighthearted, fun, features magazine,” said China Drive producer and co-host Chris Verrill.

Your correspodent has doubts about the bilingual format, but one thing is for sure: radio is a vastly unnderrated medium in China in terms of reach.

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