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Spoken English for housewives on TV
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#1
The quintessential Indian housewife comes on-screen and confidently rants off in impeccable English, the correct way to say pronunciation - that is the new advertisement of Tata Sky. The Direct to Home (DTH) service provider in India launched an interactive service called the ActvTM English in partnership with British Council that aims at building spoken English among Indian housewives.

Tata Sky, which was launched in 2004 in joint venture with TATA Group and STAR, owned by the UKbased British Sky Broadcasting Group, has been engaged in launching various interactive programmes through its DTH services.

“Indian housewives are shy of talking in English in public and find it embarrassing to join classes. This interactive service will help them learn English in the privacy of their own homes,” says Vikram Mehra, Chief Marketing Officer, Tata Sky.

Explaining about the technology, he says, “The technology adapts to the local language needs and the systems tracks the users’ response and then proceeds further.” Talking about the interactive educational services like Actv Wizkids and Actv stories, Vikram Mehra elaborates, “It is impossible to keep children away from television sets, and so we introduced these educational applications so that children can learn from them.” Tata Sky has tied up with Britannica for an interactive 30-question-answer session; with POGO for a session with Rob of M.A.D fame and Walt Disney for narration of fairy tales. “Television has wider reach than the internet. We will be able to reach out to 120 million television viewers instead of the 70 million Internet users,” comments Vikram Mehra. According to him, these educative applications are being used in 873 countries and across 34 cities in India. “Stories in regional languages are also available now. We have a Customised Electronic Programming guide keeping in mind the non-English speaking audience,” Mehra explains.

Even though Tata Sky was one of the pioneers of DTH services in India, several other DTH services have been introduced in the market. Even the analogue cable operators have started giving away set top boxes at throwaway price to remain in a business.

“Based on the latest reports by Media Partners Asia, DTH operators are 21 million whereas cable set top boxes users are only 2 million.

Though we are the most expensive in the market, we guarantee our users better picture quality, interactive services and quality customer service,” adds Vikram Mehra.

Apart from developing interactive services in various languages, Tata Sky has also plans to launch High Definition television system Vikram Mehra says.

Source: expressbuzz.com

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#2
It is a wonderful actve service, it can help many as it gives the opportunity to learn from home. Its users are increasing and the ones using it have derived great educational benefit :up:
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