Korean clothing marketer targets youth with Channel [v] sponsorship

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HONG KONG -- School clothing manufacturer Saehan Elite has signed as title sponsor of Korea Top 10, a new program on Channel [V] to be screened early Friday evenings and hosted by VJ Lee Bon, the pop radio DJ and a leading actress in a top Korean TV drama series.

The sponsorship - which marks the marketer's first advertising on Channel [V]- lasts until July 17 with an option for renewal.

"By sponsoring Korea Top 10, Saehan Elite believes the videos starring Korean artists (with Chinese subtitles) will appeal to a young audience around the entire Asian region," says Chris Chew, STAR TV's Vice President, North Asia. "Further, one of our client's objectives is to promote Korean culture and up-and- coming artists."

Saehan Elite Korea Top 10 is a joint production between Channel [V] and Digital Media of Korea. STAR TV is a subsidiary of The News Corporation Limited. It holds interest in Channel [V], ESPN, Film Indonesia, Phoenix Chinese Channel, STAR Chinese Channel, STAR Movies, STAR Movies South East Asia, STAR Plus, STAR Plus Japan, STAR Sports, VIVA Cinema, ZEE Cinema, ZEE TV and ZEE India TV.

Copyright February 1998, Crain Communications Inc.

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