That's the front of the postcard. The back of the postcard is a 2D barcode.
It can be read by a scanner pen connected to a flat screen in the classroom. Or a smart phone. The kid watches it in class, then watches it on the way home. In the living room, the remote has been replaced by a smart phone or scanner pen connected to the TV. Then it can be shared with the family after dinner.
Click and watch the video. 10:43