“This new service appeals to a younger, more mobile target audience,” says Anne Hufnagel, Head of Distribution for Asia at DW. “We expect and are looking forward to a significant increase in the number of listeners.”
Mobile users in Afghanistan just have to dial 1020 which will take them to an audio menu. They will then have the choice to listen to the Learning by Ear episodes in either Dari or Pashto on-demand. The service is free of charge and currently offers 10 episodes of “Becoming Afghanistan’s Superstar”, a program that showcases the extraordinary story about a young girl who struggles to participate in Afghanistan’s song contest.
Learning by Ear has been broadcast with support from the German Federal Foreign Office in Afghanistan since 2009. With partners like Ariana Radio and Radio Nawa, the series has become popular for young adults and teens. The new Learning by Ear mobile service will be promoted through a text message campaign, print ads and daily spots on television and radio.
(Source: DW Insider)