New Tang Dynasty TV (NTDTV) posted a story on its YouTube channel (clip below) on the Union of European Football Association’s (UEFA) marketing efforts to combat racism and promote multiculturalism and tolerance in sports. The ad cost 250,000 Euros to produce, but the European Commission sees its real value as much more significant. The UEFA web site indicates that the “No to Racism” ad will reach over 140 million television viewers worldwide when aired during half time of this season’s Champion League matches, beginning September 16 through to the final in Rome on May 27, 2009. Professional player, Mbark Boussoufa, himself a Dutch-born Muslim of Moroccan origins currently playing for R.S.C. Anderlecht and a victim of racism, was on hand at the campaign’s official announcement.

NTDTV is headquartered in New York. Established by overseas Chinese, it touts itself as an independent, nonprofit Chinese language television station and “the only uncensored information outlet broadcasting into China.” Their television programming is on cable in the States, and via satellite throughout other parts of North America, Europe, Asia, and Australia. Much of their programming also seems to be available through their web site (downloads, mobile and live streaming) which is offered in 5 languages.

On a related note, I discovered NTDTV through a very neat search engine: Addict-o-matic — I initially discovered Addict-o-matic a few months back when researching some music sharing sites; Addict-o-matic and Soundflavour have San Francisco writer-blogger-start-up investor Dave Pell in common — but, thanks to Kate, I was reminded of it again.