Rushil
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There is more to television than the Saas Bahu sagas, and the id*ot box can indeed educate too, proved Tata Sky when it launched Actve Fun Learn in 2006. Now, there is more in its kitty, says Vikram Mehra, Chief Commercial Officer, Tata Sky. “More than before, parents have now started taking an active role in their child’s education. The penetration of internet is still not that great and with most Indian households having a cable connection, education on TV is a more plausible option,” he says. In the 80s and 90s, Doordarsan ran many UGC content programmes but that has become passé now, he points out.
Besides Actve Fun Learn, which telecasts moral stories for children, Tata Sky then came up with Actve English for homemakers, kids and professionals to brush up their communication skills in the language. “The feedback we got was that while people in cities like Delhi and Mumbai were quite comfortable conversing in English, those from small or mid-sized cities found it a great handicap. Our package was not about just learning a handful of words — we also focused on pronunciation and how to use the words you learnt in a social or professional setting.
There are many English language coaching centres. But when you are learning in the privacy of your home, there are no inhibitions, whatsoever,” he says, adding that this particular component is now even used by customers to prepare for entrance exams such as TOEFL, IELTS and SAT.
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Besides Actve Fun Learn, which telecasts moral stories for children, Tata Sky then came up with Actve English for homemakers, kids and professionals to brush up their communication skills in the language. “The feedback we got was that while people in cities like Delhi and Mumbai were quite comfortable conversing in English, those from small or mid-sized cities found it a great handicap. Our package was not about just learning a handful of words — we also focused on pronunciation and how to use the words you learnt in a social or professional setting.
There are many English language coaching centres. But when you are learning in the privacy of your home, there are no inhibitions, whatsoever,” he says, adding that this particular component is now even used by customers to prepare for entrance exams such as TOEFL, IELTS and SAT.
Read More
