The Bridget Jones’s Diary SMS services were first launched in the UK in April. It provides fans who subscribe with original content through a variety of services including dating advice, dieting techniques, alcohol units consumed, thigh circumferences and self-help theories.
Riot-Entertainment is using the successful Bridget Jones brand for its new Asia service because of the book’s popularity in the region. It is currently the biggest selling English-language novel in Japan.
Success in this market is all about understanding what type of content people want and providing them with it, said Darrell Purviance, senior vice president of Global Sales and Marketing at Riot.
Bridget Jones’s Diary has captured the imagination of readers in Asia, where the book enjoys a huge following. Helen Fielding has provided us with original content, not available anywhere else and this adds real value to our offering, he continued.
