New York Knicks: Scholastic

OMNI Television Dept: On the day Volvo was reportedly set to unveil its new sponsorship agreement with the New York Knicks basketball player and Scholastic announced he d be the subject of a children s biography, OMNI Television said it would broadcast its first full basketball game this Friday in Mandarin when the Raptors play the Knicks, according to The Star. We thought that this would be a great way to cause some excitement and have some resonance in the audience for something that everybody s following. And to try to grow niche audiences is a very good thing. I think this is a good opportunity for us .Certainly we d love to have some significant ratings and a new coach and his team barely maintaining a playoff spot may have dulled Jeremy Lin s shine, but the business community is still riding the Linsanity wave. The level of enthusiasm for Jeremy Lin from the Chinese and Taiwanese communities has been extraordinary over the past month, and it s clear that his Cinderella story and stellar performances are inspiring youth in these communities across Canada, said Madeline Zinak, the station s National Vice-President. (www.immigrantscanada.com). As reported in the news.