The upcoming edutainment television channel Da Vinci Learning is taking steps to build a strong ecosystem and develop its foothold in the industry prior to its launch later this year. The channel has announced programming partnerships with DTH operator Airtel Digital TV and MSOs Siti Cable and Digicable.
The partnership is aimed at giving Indian viewers an opportunity to sample Berlin-based Da Vinci Learning’s content portfolio, which is targeted at 4-14-year-olds and their parents. To showcase the channel’s extensive programming, which covers topics ranging from physics and chemistry to history and nature, Da Vinci Learning has struck a video-on-demand (VOD) deal with Airtel Digital TV.
As part of the deal, Da Vinci will provide 150 hours of content to Airtel Digital TV, which will be available in the kids section of their VOD service.
Da Vinci Learning MD India Mohit Anand said, “We are very excited to work with this prestigious group of partners as each of them is committed to using new technologies to improve communication with and between kids. For us, this is a great platform to showcase the interesting and interactive programming that we have to offer to the Indian audience.”
With Siti Cable, the channel will receive a six-month branded block, while with Digicable it will have a 12-month branded block. Da Vinci Learning will showcase programmes like ‘Kid Detectives’ and ‘Lab Rats Challenge’ on Airtel Digital TV and Siti Cable, while on Digicable it will present shows like ‘Logo Animation’ and ‘Indent Kid’ among others.
Siti Cable chief producer Saurabh Sinha said, “As a channel partner, we are getting a very good response from the branded block of Da Vinci Learning. The audience is conceiving it as ‘Education with entertainment’ with programme like ‘Kid Detectives’, ‘Little Einstein’ and more. Siti being a channel partner with DaVinci has definitely helped us in garnering better audience base.”
Da Vinci aims to turn TV watching from passive observation into a meaningful and fun experience inviting families to take the learning journey together by helping children develop various skills and encouraging older viewers to ask questions.