StarHub, MCC launch Mandarin edutainment channel

StarHub TV and MyChinaChannel (MCC) have launched a dedicated Mandarin edutainment channel for kids aged three to 12, with a mix of cartoons and live action shows.

In addition to offering carefully curated content from China, MaxToon—which is owned and distributed by MCC—will also develop locally produced content to cater to the needs of Singaporean audiences.

The content will emphasize the importance of character development and values such as kindness and care for others. Young viewers can look forward to catching MaxToon from 6am to 12 midnight, with four hours of fresh content everyday. There will be Chinese subtitles made available for selected programmes.

In June, a brand new variety talk show called Kids’ Talk, will be the first locally produced program to debut on MaxToon. In Kids’ Talk, the host will engage its young guests on various topics of the day.

Through the eyes of these innocent, young minds, viewers will be able to enter the children’s world—as these young guests assume different roles such as a parent, a Member of Parliament, or as themselves—and give their interpretations and perspectives on the topics.

To ensure a good lineup of educational yet entertaining content, MCC will also be partnering Marshall Cavendish Education to co-create a kids’ reality programme in the last quarter of this year.

Called Young Runners, the series will see kids race against one another in a game where the pedagogy and content advice will be mapped to the MOE curriculum, testing kids on their Mandarin proficiency.