An 'All-star rally' has been organised to promote social awareness for the mentally disabled and encourage sports participation and will be broadcast on Channel V as well as SMG channels, Shanghai Oriental Television and Shanghai Dragon Television.
According to Scarlett Li, Channel V's China general manager, the show is expected to reach 21 million on just Channel V alone. The programme will feature youth icons such as Cantopop star Leon Lai being interviewed and playing with the mentally challenged children.
"The rally draws on a group of youth icons to spread the message of supporting the Special Olympics," Li said.
Channel V ropes in Yao Ming for Olympics promo
Star TV-owned Channel V has collaborated with China hoops star Yao Ming and the Shanghai Media Group (SMG) to build awareness of the 2007 Special Olympics.