"There is an amazing dedication within the CMCs to reach out to local people in local languages, " says Yao Ydo, interim chief of the Communication and Information Sector at UNESCO Dakar.

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By 2002 more people would be watching Houston Rockets games in China (thanks to Yao Ming) than in Houston.

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McDonald's (nyse: MCD - news - people ), which has a "worldwide partnership" with NBA star Yao Ming, has been expanding rapidly there.

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