Star, Toyota form partnership to drive motorisation in China

BEIJING: Rupert Murdoch's Star Group and Toyota Motor Corporation have formed a partnership to promote motorisation in China.

The unique partnership marks the biggest collaboration to date between the two parties and signifies Toyota?s long-term commitment to the world?s fastest growing automobile market.

Leveraging on the popular and trend-setting content of Xing Kong, Star?s flagship entertainment channel in China, the partnership is set to transform the consumer perception towards cars from being primarily an utilitarian product to one that is fun and offers enhanced lifestyle.

Under the agreement, Toyota will sponsor a strip of prime time programming on Xing Kong, which will be branded as ?Zai Meng Xian Feng? (literally meaning ?pioneer in transporting aspirations into reality?). Xing Kong will produce three new shows which will be launched early next year. The shows will feature the latest trends and lifestyles in China, while highlighting the usage of cars in an innovative and trendy manner.

Toyota's senior MD Akio Toyoda says, ?We would like to contribute to the development of the Chinese society, which is experiencing a robust growth in motorisation, by broadly introducing the concept of ?Fun to Drive?. It is a concept emphasising enrichment and enhancing of life through motoring activities. We strongly feel that the most effective means of delivering this message is through TV. We are confident that partnering with Star which has a proven record of producing local popular content will enable us to achieve our goals.?

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