India is a IT capital of the world. A major reason for that is the Indian education system. It is very unforgiving and what you get to study and where you get to study defines where you end up in the society. It was widely believed that if you are not a doctor or an engineer, then you would most probably grow up as some clerk in an office.
Things are somewhat different today due to a booming economy. However, the middle class parents still focus on giving their kids all the advantages of a great education. Since TV is the new nanny in many Indian households, adding a channel to make the kids smarter is not a bad idea.
Tata Sky, the satellite arm of the Tata empire is cashing in on it. Perhaps, these kids will grow up to be developers in Tata Consultancy Services (TCS), the IT and outsourcing arm of Tata.
Looking at another of their ads, the response seems to be great!