Famous BBC Car Show TopGear Launches on Touchmedia

Feb 24, 2014, 09:31 ET from Touchmedia

SHANGHAI, Feb. 24, 2014 /PRNewswire/ -- Is it impossible for a taxi trip to still be fun? The BBC car TV show TopGear, the world's most famous, and probably the most insane as well, is officially launching on Touchmedia. The initial 90 second video clip appears on tens of thousands of Touchmedia's in-taxi interactive screens in Beijing, Shanghai, Guangzhou, and Shenzhen this month. Shanghai Honyee Motiv Co., LTD. is the exclusive agency of this TopDriver Brand program in China, where Touchmedia will be the exclusive media platform of its type for the show.

TopGear is a familiar name to many Chinese auto fans and to those who just like wacky humor and crazy challenges. The flagship program of BBC 2, it is the world's most widely viewed television show, seen in more than 100 countries and recognized for its global coverage in the Guinness Book of World Records. Started nearly 20 years ago, its 3 fiery and provocative hosts have become international celebrities, and in one weekly episode may try to race each other around an African safari park in 30 year old mini cars (don't breakdown near the lions!), design a one man car for indoors and out, see if they can evade an Apache attack helicopter's missiles in a sports car or take the fastest and most expensive cars in the world out for a spin on a race track. It is equally famous for its refusal to accept advertising and sponsorship dollars from automotive brands and its bitingly honest assessments.  

A Chinese version of TopGear is in full preparation by a professional team in a unique cross-border partnership, including a film quality production unit, a professional auto squad, a top rank director and a lineup of leading scriptwriters. Even famous movie stars are competing for guest appearances. Who will be the presenters, Jeremy Clarkson, James May and Richard Hammond? Or the masked motor racing marvel, The Stig, in China? With the show and the TopGear in-taxi programs, Chinese fans are about to enjoy the coolest, most exciting and funniest car commentary experience ever!

Richard Zhang, the Publisher of TopDriver, as the exclusive agency of TopGear in China said, "We chose Touchmedia, our only interactive outdoor media partner in China, with the hope we can bring something new and fun to a larger audience in China. Viewers will not only be able to watch the videos, but interact though the programs themselves. How cool is that! We have introduced in the largest TV show in the world and they are the largest in-car media in the world. So it seems fitting, doesn't it? The reach and coverage of Touchmedia will also help our own Chinese version in preparation landing in China be that much more effective!"

The TopGear video clips played on Touchmedia's screens will be updated twice a month. Micky Fung, the Founder and Executive Chairman of Touchmedia, noted, "I am a car nut myself, and I am thrilled to have the chance to cooperate with the superstar of car shows! We always focus on bringing new, fun content to our passengers to make their taxi ride a little more enjoyable and relaxing, and this is about as good as it can get."

About Touchmedia

Touchmedia was founded by its Executive Chairman and CEO Micky Fung in 2003 to develop state-of-art touchscreen media technology in China and internationally. Today, Touchmedia is already the largest in-taxi media company in China, providing an innovative marketing platform which allows brands to engage consumers more effectively, building higher involvement, for better awareness, recall and response.

For more about Touchmedia: www.touchmedia.cn

ABOUT TopDriver

With the focus on the drivers, TopDriver Brand is informing the readers and users of the trendy driving culture and services related to their vehicles. As the integrated BRAND, TopDriver undertakes to be a new service pattern, which will not be limited to a single media existence, but kind of realization of combination between content and behavior.

SOURCE Touchmedia