BBC Worldwide has announced a first-of-its-kind deal with China's largest new media company BesTV to launch a CBeebies-branded block on BesTV’s multi-screen platform.

The deal is the first collaboration between a U.K. kids’ content provider and BesTV and will mark the debut of CBeebies as a brand in China.

Beginning this summer, BesTV’s more than 20 million new media subscribers will have access to CBeebies preschool programs like “Teletubbies,” “Sarah & Duck,” “Baby Jake” and “Andy’s Wild Adventures” as a video-on-demand service.

“We have a long-term relationship with BesTV, which has been acquiring our BBC documentaries and drama since 2008,” says Pierre Cheung, vice president and general manager, Greater China, BBC Worldwide. “We are extremely excited to work with them again to launch the CBeebies brand, and look forward to working with them to promote our award-winning preschool brand in China.”

“Family subscribers are our target users, and the deal with BBC Worldwide to provide CBeebies branded programs on BesTV is important to us,” says Zhangyue, vice president, BesTV New Media. “It gives our viewers and subscribers opportunities where families can come together in front of the TV to spend quality time together. CBeebies provides a range of preschool programming designed to encourage learning through play in a consistently safe environment, attributes that we at BesTV agree and believe in as well. With this deal, we have upped the ante on our international preschool offering.”