 Finally, there is an animation channel that appeals not just to kids, but teenagers, young adults and viewers of all ages in India. Betty Tsui, Vice President, Animax, announced the launch of the Animax South Asia service, the first-ever 24/7 animation channel in the region dedicated to the world's most popular Japanese animation programming.
In January earlier this year, Animax Asia launched with three dedicated services for Hong Kong, Taiwan and South East Asia respectively. Today, Animax can be seen in more than 5.6 million homes across Asia including Japan, Taiwan, Hong Kong, Macau, Philippines, Maldives, Vietnam and Indonesia.
The
launch of the Animax South Asia service this July will also make the channel available in Pakistan, Bangladesh, Nepal and Sri Lanka.
Tsui said, "India has a large untapped youth market that is vibrant and entertainment-hungry. Animax Asia will be locally aligned, fun, hip, and will be a new and exciting experience for millions of viewers across India. With themes that that transcend language, culture and origin, we're sure Animax will enjoy as much success here in India as it has across Asia."
Animax's programming is designed to appeal to both male and female viewers of all ages and will feature three key prime time blocks catering to viewers of different ages and viewing preferences as well as special programming on weekends. Completely dubbed in English, the channel will feature animation works by Japan's top producers and studios, including global successes such as Astro Boy, Gundam and Dragon Ball. In addition to English, the 4-hour time block targeting kids will also be dubbed in Hindi to enhance appeal amongst this specific audience.
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Kids Hour (3 - 7 pm) - for school-going kids aged between 7 to 14 years old and featuring animation that's fun, educational, creative and entertaining. Dubbed in Hindi.
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Youth Hour (7 - 9 pm) - for teenagers aged 15 years old and above, giving them the opportunity to escape to a whole new world of animation entertainment with fantasy, science fiction and even sports themes. Dubbed in English.
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Mega Zone (9 - ll pm) - bringing the highest-rated and most popular animation to the heart of Asia. Dubbed in English.
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Weekend Anime - ensuring that their weekends are as exciting as weekdays. Dubbed in English.
 Animax has also appointed India's hottest young cricketer, Irfan Pathan, as its Brand Ambassador for the South Asia service. Just 19 years old but already a member of the Indian national cricket team, Irfan's brilliant skills as a bowler came to prominence when he played an instrumental role in the recent historic series between India and Pakistan. Irfan was chosen as the channel's ambassador due to his popularity with not just kids, but also youth, young adults and viewers of all ages.
"Irfan embodies the spirit of Animax - Fun, Youthful and Contemporary - and is a fitting brand ambassador to communicate the channel's position - that it's a "Brand New World of Fun - Not Just for Kids," added Tsui on this association.
Sony Entertainment Television will represent Animax in advertising and sales. The One Alliance, a joint venture between Sony Entertainment Television India and Discovery Communications India will distribute Animax across India
www.animax-southasia.com
Indian viewers of all ages will get to see fresh, creative and never-before-seen content on
Animax. The One Alliance is well positioned to provide top-rated television viewing experiences for viewers of all ages across all programming
genres,
Said Rohit Gupta, SET's Executive Vice President for Sales & Revenue Management: "Our core audience is between 15 and 25 years with a secondary target audience of kids aged 7 to 14 years, and adults of 25 to 39 years. All our communication and marketing programme will be designed keeping our audience in mind and to position Animax as a general entertainment service. We will also extend the anime experience beyond television and connect directly with our viewers through a variety of exciting and fun marketing activities on-air, online and on-the-ground."
Animax Asia is the flrst-ever channel dedicated to providing highly popular Japanese animation 24 hours-a-day, 7-days-a-week. With never-before-seen animation from top animation producers and studios in Japan, Animax is set to become the destination channel for animation fans across the region.
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24 x 7 animation channel
