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English in Action ‘Adult Learning’

BBC Janala (‘Window’), launched in November 2009 is a unique multi-platform project that harnesses multimedia technology to provide affordable adult English learning to potentially millions of people in the Bangladeshi-speaking community.

Part of English in Action, the project is delivered by the BBC World Service Trust in partnership with BBC Learning English and draws on our shared expertise of using the media to provide affordable and accessible education to all.

Mobile

There are over 50 million mobile phone users in Bangladesh today – and the number is growing. By dialling “3000” any of these users can access hundreds of English language audio lessons and quizzes. Content is updated weekly and caters to all levels of experience with ‘Essential English’ for beginners, ‘Pronunciation’ for intermediaries and ‘How to Tell a Story’ for those more advanced.

To make the lessons affordable, BBC Janala has teamed up with all six of Bangladesh’s mobile operators who have agreed to cut the cost of calls to the service by up to 75%. Each lesson lasts three minutes and costs less than the price of a cup of tea from a Dhaka tea stall (or 3 pence).

By February 2010 – only three months after launching – over 1million people had accessed lessons through the mobile phone service.

Internet

A dedicated website www.bbcjanala.com has also been launched where users can access free content and join an online community of learners.

In the first few weeks, around 12,000 people registered to access lessons, create an online profile and interact with other learners in Bangladesh and across the world.  The number continues to grow at a fast pace.

Television

For television, we have created BBC Buzz, a weekly youth entertainment show that places English at the centre of young people’s everyday lives.

Broadcast in a prime-time Friday evening slot on satellite channel ATN Bangla, it mixes Bangla and English in features, comedy sketches, cartoons and discussions on subjects ranging from climate change to arranged marriage. Launched in October 2009, the show already has five million viewers.

A popular element of the show is Rinku’s World, an animation series following the ups and downs of a young office worker - Rinku - confronting his fear of English and love for his colleague Pinky. It links to audio lessons on mobile and web through BBC Janala.

Later this year will see the launch of Bishaash, the first ever serial drama shot between Bangladesh and London. Expected to attract millions of viewers, the programme will be supported by a parallel half-hour learning show building audience learning of English used in the drama.

Innovation and development

By tapping into the growth of Bangladesh’s mobile phone and television industry, BBC Janala is offering affordable English learning tools to millions of adults, helping them with the chance of a better job and future.