Animax Asia to target youth with new image

MUMBAI: Animax Asia is all set to refresh its image in order to target youth aged 15 to 24, and mature viewers with a youthful attitude. The new look Animax will hit television screens on 1 June.

The channel announced today that as part of the its new look, it will be streamlining its programme structure to target this market segment, as well as introducing a creative campaign, Imagine-Nation, to capture the imaginative minds of the youth market.

“Like all entertainment genres, animation continues to evolve, and we have noticed that the animation from Japan is moving towards a more youth-driven demographic. Animax too must move ahead with current trends to provide viewers with the coolest entertainment,” said SPE Networks – Asia vice president Animax, programming and production Betty Tsui.

In line with the channel’s commitment to bringing the latest, hottest animation from Japan to its target audiences, helming the refresh programme this summer are two blockbuster animations, God Save Our King and Trinity Blood. Viewers can also expect unique programme content covering a wide variety of themes and styles in the next few months, including the latest Inuyasha: Fire on the Mystic Island, Paradise Kiss, Honey & Clover, Black Cat and Girl from Hell amongst others.

The new initiative Imagine-Nation will roll out together with the channel refreshment. The Imagine-Nation project is Animax's showcase of successful or famous people from the region who are connected to the creative world of games, film, anime and design. This project also features those who dared to let their imagination lead them to success and fame.

A host of talent, including local animation guru Nickson Fong and StickFas Toys founder Bany J from Singapore, and India’s first F1 driver Narain Karthikeyan will share their visions and inspirations with viewers in a series of candid interviews.

Fong said, “I am excited to be able to share my passion with youth through the Imagine-Nation project. Hopefully, this will inspire some local talent to go into designing, animation or film-making as a career choice, and take the burgeoning animation industry in Singapore to new heights.”

Tsui added, “Like imagination and creativity, Anime is more than an art form. Anime is inspiring, innovative, unique and always on the edge. It is a lifestyle. We hope that the new Animax will inspire our youths to live out their dreams.”

She further said that with the refreshed look of the channel, viewers will now be able to enjoy more edgy anime programmes that are most suited to their lifestyles, and viewers can certainly look forward to greater ‘out-of-the-box’ activities and off-air offerings to experience the ultimate animation lifestyle Animax presents.

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