DTH
BBC in content deal with Chinese portal
MUMBAI: Users of Chinese web portal QQ.com can now learn English directly from the site thanks to a partnership deal with BBC World Service. It is the first Chinese portal to enter content partnership with the BBC.
From today 14 February 2007, users of the portal will be able to access BBC Learning English content specially tailored for Chinese speakers.
BBC Learning English teaches reading, listening and comprehension. It explains various points of the English language through human interest stories and topics including UK lifestyle and culture.
The BBC will start English teaching on QQ.com with two popular features, Take Away English and Quizzes. Take Away English the BBC says has been a hit with Chinese users as it offers MP3 audio and pdf text downloads, so the learner can quite literally take away the BBC’s English lessons.
Topics range from the latest Harry Potter book and online gaming to Chinese football players, and include listening, reading, exercises and an audio glossary. Quizzes offers learners an interactive test of their English vocabulary and grammar and helps them with teacher feedback.
Looking ahead at what BBC Learning English has in store for Chinese online users, Alison Konieczny, who is the editor of BBC English Language Teaching China team said, “We are planning to treat Chinese learners to two more features which will enrich their English vocabulary in fun and entertaining ways. Real English teaches words and phrases learners won’t necessarily find in their dictionaries, and Word Master is an interactive game which tests and teaches vocabulary common in English proficiency exams.”
“I can’t think of a better day to launch our partnership with QQ.com than 14 February, which of course is Valentine’s Day. It’s a memorable day for a lot of people, and I hope Chinese learners will fall in love with our BBC pages and make us a regular date!”
BBC World Service’s Business Development Manager for China and North Asia, Raymond Li said, “We are delighted to partner with one of the leading national portal sites in China to provide quality English learning content to many learners in China. Internet has become an increasingly popular and effective learning platform among young people, and the BBC has been building up successful partnership with China’s local portal sites over last few years. Our new partnership deal with QQ.com will help us reach more online learners in China, therefore bringing more benefit to them, too.”
BBC Learning English offers English language teaching programmes and online content for a global radio and online audience.
English learning materials are available online at bblearningenglish.com and, for Chinese speakers, on bbcchina.com.cn.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
