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BBC Worldwide to license CBeebies brand, content for English learning Centres in China

MUMBAI: BBC Worldwide has announced an agreement with Popular Holdings to launch its kids channel CBeebies’ branded English Language Learning centres in mainland China and Hong Kong.

Smart English, a wholly-owned subsidiary of Popular Holdings Limited, will begin its roll out with a headquarters and cluster of Learning Centres in Shanghai followed by Beijing and other major provinces in mainland China and Hong Kong.

The Learning Centres are initially aimed at 3-6-year-olds and will use some of CBeebies’ best known and most iconic characters and content to introduce new, fun and effective learning experiences to Chinese pupils.

Pre-school content from programmes such as Sarah & Duck, Numtums, Nina & the Neurons and many others will feature as part of the new curriculum being developed with Popular by English language learning specialists. These much-loved characters will be used in lesson materials to bring learning to life echoing the brand’s “Lighting Up Little Learners” ethos.

BBC Worldwide CEO, Global director Tim Davie said, ‘As an internationally respected brand, associated with the best of British and trusted by audiences around the world, there is a natural fit between the BBC and English language learning overseas. Working with proven experts to develop a bespoke curriculum, the combination of our much loved characters and rich video content will offer children in China a unique learning experience.’

Popular Holdings CEO Greater China Ponch Poon said, “We are very pleased to be working with BBC Worldwide on this new and unique offering for China. This agreement will enable us to reach out to new audiences in China, providing them with an innovative and exciting learning experience.”