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Babyfirst launches in China in dual language

MUMBAI: HBO Asia, the sole distributor of BabyFirst in Asia, has announced the signing of an exclusive multi-year deal for the top baby and toddler network’s content to be available on You+ Kids, a new children’s video on demand service on Beijing You Peng Technology (Youpeng)’s interactive TV platform.

BabyFirst’s content on You+ Kids will be available from mid-June this year, in high-definition and dual language options: Mandarin or English audio with Chinese subtitles.

Since 2009, HBO Asia has inked deals with multiple affiliates, growing the BabyFirst footprint across eight Asian territories; in Cambodia, Hong Kong, Indonesia, Malaysia, Nepal, Philippines and Singapore.

“It’s a proud moment for us to see Youpeng launch BabyFirst’ programming in China. Youpeng is an established and innovative TV operator as well as a great partner that truly appreciates the importance of offering quality children’s content for all families and embraces our multicultural approach to babies education.” He adds, “We are also very delighted with our collaboration with HBO Asia which is a wonderful partner and extremely helpful in getting BabyFirst new distribution opportunities in Asia Pacific since 2009,” said BabyFirst CEO Guy Oranim.

HBO Asia CEO Jonathan Spink said, “Our strong presence in 23 Asian territories and deep knowledge of the region puts HBO Asia in a unique position to connect our partners, benefitting 40 million families across China on Youpeng’s leading interactive platform with BabyFirst’s award-winning selection of localised early childhood education programmes.” He continues, “This is an extension of HBO Asia’s brand promise to bring the best programming to audiences through the biggest operators in the region.”

Youpeng chairman, CEO Colin Shao said, “Families have always been Youpeng’s focus and early childhood education is extremely important to Chinese parents. For this reason, Youpeng spent a lot of effort searching for quality content recommended by experts in the field, and found this with BabyFirst, the reputable and trusted brand in early childhood development programmes. Through working with HBO Asia and BabyFirst to localise the programming, we hope to provide the best curated child development content platform to kids and parents all across China.”

BabyFirst offers a safe, positive and commercial-free learning environment, tailored to benefit developmental needs of children up to three years. The network’s evolving and interactive programmes are supervised by leading experts in child psychology and development, early childhood education and children’s programming.

Through BabyFirst’s “Joy” colouring system, the content will be categorised and programmed to target all aspects of child development, including logic, language, numbers and imagination. They are further adjusted to suit the Chinese family, providing a guided and delightful viewing experience for children.

All BabyFirst content on You+ Kids will be carefully curated from a vast library of over 4000 episodes. With every title translated and dubbed in Mandarin, parents have complete control over their children’s viewing experience, with the flexibility to play whichever programme they want, whenever they want to, in their language of choice.

You+ Kids will be available extensively through Youpeng’s affiliated telecom operators, cable operators, SmartTV and set-top box manufacturers, reaching over 40 million households in China.