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Tata Sky turns teacher, starts spoken English lessons
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#1
Mothers, who are ignored by their English speaking children, need not worry anymore.

Tata Sky has tied up with British Council to launch Active English, primarily aimed at housewives who feel uncomfortable while speaking in English. The service was officially launched on Friday but it has been available to Tata Sky customers for the last two days.

The service is centred on training people in day-to-day spoken English.

The company, though, does not claim to train people in the grammatical intricacies of the language.

Active English

Tata Sky's Chief Marketing Officer, Mr Vikram Mehra, said at the launch of the service, “Our customer research showed that a lot of Hindi-speaking housewives wanted to learn English. But they lacked the time and confidence to go to a coaching centre to learn English. We took this problem to British Council and together, over the last 13 months, we developed Active English.”

“Keeping in mind the busy schedule of an average housewife, Monday to Friday, our content will be new and the whole week's content will be reviewed on the weekends,” he added.

The training content would be on air 24 hours and people can access it according to their convenience. Active English would also teach people the correct pronunciations of words apart from training for normal daily situations.

Mr Mehra added that while the primary targets for this service are housewives, the company expects it to be popular in Tier II and Tier III cities as well.

“There is a lot of demand from people in smaller cities to learn English. We hope our service at least gives people the confidence to talk in English. I believe confidence to talk in the language is more important than knowing the language perfectly,” he said.

Active English will be a charged service though it is available free-of-cost till the end of this year. Tata Sky users would have to pay Rs 30 a month to access Active English.

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#2
The standard of its tie-up with British Council will guarantee efficient result. The segment of housewives are often skepticle to go to a coaching centre so this is a good introduced actve service providing comfort as well as time for people to access as per convenience.
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