Animax bids for fast lift-off; Irfan brand ambassador

MUMBAI: The Animax South Asia service, the third in the channel's regional expansions since the beginning of 2004, was heralded in India today with a champagne toast raised by SET India CEO Kunal Dasgupta.

Touted as the first ever 24/7 animation channel catering to all age groups in the region, Animax in India is being endorsed by teen cricket heart throb Irfan Pathan, who will promote the channel on air, online and at various ground events. An animated version of Irfan pushing the channel's shows and characters later in the year can also not be ruled out.

According to SET Discovery president Shantonu Aditya, distribution deals have already been secured in Mumbai, Delhi, Chennai and Kolkata, and the One Alliance, which promotes Animax, will ensure an initial reach of 16 million households in the coming few weeks.

Animax, which first launched in Japan in 1998, (the same year that Sony launched Max, the cricket and movies channel), is an unknown genre for SET India, said Dasgupta, but promised that the channel had enough exotic fare to keep Indian youth engaged. Pointing out that nearly 46 per cent of India's cable and satellite population was in the 20 - 24 year demographic, SET executive vice president, sales and revenue, Rohit Gupta said the brands who are looking at innovative ways of targeting this youth segment would find an effective ally in Animax.

Animax is currently available in English with a four-hour block targeting kids also available in Hindi. The 24-hour Hindi feed is expected to be launched by April 2005.

While Animax Asia launched in January 2004, it is now available in 5.6 million homes in Japan, Hong Kong, Taiwan, Philippines, Indonesia. From July, the Animax feed will be made available in Maldives and Vietnam as well.

Apart from characters like Astro Boy and Princess Sarah which will be promoted heavily on air, Animax is developing two original characters Quu and Tee, who will be channel emblems, says Todd Miller, Sony Pictures Television International senior V-P and MD, international networks, Asia.

There are three prime time blocks catering to viewers of different ages - the Kids Hour from 3 to 7 pm, the Youth Hour from 7 to 9 pm, the Mega Zone from 9 to 11 pm and Weekend Anime.

Irfan, the 19 year old cricket sensation, was chosen by the channel after a dip stick survey showed him as a popular, yet unexploited teen icon who could identify with the brand image of Animax, says assistant vice-president, marketing and sales, Rohit Bhandari.

Latest Reads
Comedy Central sets pace for ultimate celebration with over 100 hours of non-stop FRIENDS ultra marathon for its 6th birthday

Birthdays and New Years are great occasions to make resolutions for participating in marathons. However, this is one marathon which calls for hanging up your running shoes and grabbing the best spot in front of the telly with a bowl of munchies to keep you going because, for the first time ever in...

Television TV Channels English Entertainment
U Sports launches India's first ever Multi-Platform Multi-Game E-Sports Championship - U Cypher with MTV

The Indian E-Sports scenario is all set for a major revamp as U Sports, one of India’s biggest sports business companies in association with India’s No. 1 Youth Brand, MTV, announces the premiere of their all new month-long championship, U Cypher with MTV. Premiering today, on 19th January, the...

Television TV Channels Sports
TV ownership increased by 14% in 2017: IRS

After a gap of four years, the Indian Readership Survey (IRS), which documents the growth of the media industry, has been released for 2017. The survey methodology was criticised in 2014 and, therefore, was halted for an upgrade. This time, the sample size has been increased by 34 per cent to 3.2...

Television TV Channels Viewership
CNN-News18 launches 'If I Were FM Challenge'

As part of its Budget programming, CNN-News18 is launching the ‘If I were FM Challenge’. The campaign will encourage viewers to contribute their suggestions for the Union Budget. The channel will run an extensive on-air campaign to promote the same.

Television TV Channels News Broadcasting
BBC World News to Broadcast 'China's Chat Girls'

Lele Tao is an internet superstar in China’s $3 billion dollar ‘live streaming’ industry. With more than a million fans she can earn thousands of dollars a day singing, dancing, flirting, or often just chatting into her webcam. Fans buy her virtual gifts which she redeems for cash. In return she...

Television TV Channels News Broadcasting
PKL season 6 and 7 dates announced

The second most watched domestic league in India, Vivo Pro Kabaddi League owned by Mashal Sports and Star India announced the dates of sixth and seventh season.

Television TV Channels Sports
Star Bharat leads Hindi GEC (U+R) in week 2 of BARC ratings

MUMBAI: Star Bharat emerged as the leader in the Hindi GEC (U+R) genre dethroning Zee Anmol according to Broadcast Audience Research Council (BARC) all India data for week 2 of 2018.

Television TV Channels Viewership
BARC week 2: Aaj Tak leads Hindi News in all three markets

MUMBAI: Republic TV continues its leading streak in the second week of the year as well in BARC All India ratings. News Nation stays in the top five chart in week 2 of 2018 in Hindi News Rural market. Aaj Tak tops the chart again in Hindi News Urban market.

Television TV Channels Viewership
Dsport acquires India rights of tri-nation tournament in SL

Discovery’s sports channel Dsport has acquired the exclusive India broadcast rights of Nidahas Trophy 2018, a tri-nation international T20 tournament involving India, Sri Lanka and Bangladesh. The transaction was facilitated by Lagardère Sports, the global marketing consultant of Sri Lanka Cricket...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories