The Hallmark Channel, using the platform of the popular programmes like Sesame Street, Scholastic Clifford and Caillou on its Kids Block, has teamed up with well-known publishing house Scholastic India Ltd to organise in-school educational workshops for children in over 600 schools in India.

Branded "Hallmark Kids @ School", this activity, which recently kicked off in Mumbai, will over the next six months cover schools in the five key metro cities and 15 mini metro cities in India, according to a company release.

Commenting on the launch of these new initiatives, Terence Yau, VP and Managing Director Asia Pacific said: "These shows promise to take kids across the country on fantastic, magical new adventures every day of the week. Viewer feedback reaffirmed our belief that Hallmark is best suited in providing programming for kids and is viewed as a natural extension to our core brand values - the values of Life, Love and Learning."

The Kids Block is a morning and afternoon block of children's programming and has recently launched a dual English and Hindi feed. The Kids Block airs 7 - 8 am in the mornings and 4 - 6 pm in the evenings on the Hallmark Channel. Sesame Street, the world's number 1 rated programme for kids, airs daily at 7 am, weekdays at 4pm and weekends at 11 pm; Scholastic Clifford airs every weekday at 5 pm while Caillou airs every day at 5:30 pm, the release states.