MUMBAI: The Reader‘s Digest Association (RDA) is rolling out a new global web platform in more than 40 international markets including China, where the platform is scheduled to debut live this week.

The launch is a key part of a wider digital monetisation strategy that will see Reader‘s Digest leverage its branded content on a variety of platforms.

Reader‘s Digest Community president Eva Dillon said, " Reader‘s Digest continues its transformation in creating a global brand experience online. This new platform allows each of our international markets to focus on driving digital revenue via advertising sales and e-commerce, and creates a compelling online experience for new and existing customers."

The global web platform is being developed by RDA Interactive (RDAi), the company‘s core digital team. The platform is launching in China (this week) followed by Portugal, Spain, Belgium (French and Flemish), Germany, Austria, Switzerland, Russia, Romania, France, India, Singapore, Malaysia, Philippines, Hong Kong, Brazil and Australia through the end of 2009.

Content re-packaging is a key component of the global web platform, and the company is looking to leverage its existing material as well as develop web-exclusive content going forward.

Says RDA SVP and CMO Amy Radin, "We have a wealth of high-quality content from our magazines and books and now have the ability to optimize this for the digital medium. The new global platform gives us the ability to create web original content, encourage user-submitted content and also explore new content mediums such as video."