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Disney, NBA to promote reading in China

Indiantelevision.com Team

(15 October 2004 2:00 pm)

MUMBAI As a part of the National Basketball Association (NBA) China Games 2004, the NBA, DisneyHand which is a worldwide outreach programme and Hong Kong Disneyland will work together to help promote literacy and the importance of reading in Shanghai and Beijing.

The NBA's Read to Achieve programme and DisneyHand's Reading Together initiative have teamed up to host Read to Achieve events at primary schools in Shanghai and Beijing during the NBA China Games 2004. As part of the collaboration between Disney and the NBA, Disney Publishing Worldwide which claims to be the world's largest publisher of children's books and magazines, will donate 1,000 books to each school.

The first Read to Achieve event took place a couple of days ago at the No. 1 Gao'an Road Primary School in Shanghai. This is Houston Rockets Center Yao Ming's former school. Ming and members of the Houston Rockets joined NBA commissioner David Stern and Disney president and COO Bob Iger

Iger added, "Over the years, Disney has captured the hearts and imaginations of millions of people around the world, and introducing that special magic to China is truly a historic undertaking. The foundation of our creative success is rooted in Disney's great heritage of master storytelling -- whether in our films, theme parks or books -- and we are pleased that we will continue to grow our presence in China, particularly with the opening of Hong Kong Disneyland."

A second Reading Time Out event will be held tomorrow 16 October at the Beijing Experimental Primary School. Players from the Sacramento Kings, along with Disney Media Networks co-chairman and ESPN president George Bodenheimer, NBA commissioner David Stern, WNBA stars Diana Taurasi and Ruth Riley, and Chinese Government Officials will participate.

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