Abstract
"in2english" as an innovative and effective multimedia English language learning and teaching website came about through a creative partnership between the British Council (BC), the British Broadcasting Corporation (BBC), China Central Radio and Television University (CCRTVU) and CRTVU-Online Distance Educational Technology Limited (CRTVU-Online). As a cooperative endeavor it combines British expertise in English teaching and development of online materials with CCRTVU's knowledge and experience of the English learning environment in China as well as expertise in ICT and development of online materials. At its inception many of the website's features were innovative and cutting edge. The free website goes beyond text and makes extensive use of multimedia. Since its launch on 5th November 2002 the website has welcomed nearly 10 million unique visitors, visited 18 million times, from its target audience of business people, English teachers, young professionals and their children. During five years of development "in2english" has evolved into a highly interactive community. "myin2english", a personalized feature, helps foster the learners' participation and ventures into the world of mobile learning highlight its continuing commitment to innovation. However, it is also a time to reflect on the lessons learned about Chinese learners' attitude to online learning. A retrospective and critical approach is needed to see how far we have come, how creative and innovative we are now and how we should proceed in the future.
Highlights
OF THE FOUR PARTNERS “in2english”.com.cn is a joint British-Chinese English language learning project
The parties investing in this unique Britain-China partnership are:
The British Council The British Council - the Cultural & Education Section of the British Embassy in China - is well respected for the quality of its English language teaching projects
Summary
OF THE FOUR PARTNERS “in2english”.com.cn is a joint British-Chinese English language learning project. They developed 30 to 60 second radio slots of bite-sized quality English language learning content, with an “in2english”.com.cn sponsorship line to help expose the brand on BBC’s own airwaves They featured “in2english”.com.cn in BBC’s Learning English and BBC/BC’s joint Teaching English online and offline promotional and educational support materials. On the Chinese side CCRTVU provided details of useful content and subject areas in their primary teacher training courses to help “in2english”.com.cn tailor teaching materials on the site towards specific teaching needs. CRTVU-Online’s marketing department provided relevant information for a more market-focused product as well as tied-in activities around relevant media relations and publicity events organized by CRTVU-Online, to help expose the brand They explored the possibilities of reaching beyond the CCRTVU market, to the wider traditional educational market with online access that had an interest in English language learning. It has delivered strongly on the defined objectives and has provided the organization with many useful learning points to contribute towards the development of future e-English learning products
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