| MUMBAI:
Animax, SPE Network's youth focused anime television channel in India, is in the
process of being refurbished with an infusion of live action content into the
existing programming mix. For
a predominantly Japenese animation (anime) channel, and a postion it has maintained
in other international markets, the India story, thus, is turning out to be quite
different. The
significance lies in its attempts to adapt to Indian viewership habits which is
not as advanced on the evolutionary scale in its consumption of anime. Therefore,
the need for live action!  To
beef up the live action quotient, the channel is looking at a combination of three
sources - locally produced live action series, foreign acquisitions, and movies
from Sony's existing kitty.
The
company has developed concepts to brief the production houses they are speaking
to, but have not yet zeroed in on definitive Indian content partners for this
initiative. But for starters, the channel is specifically targeting the comedy
genre for potential series.  Confirming
the developments, Sony business head Sunder Aaron told Indiantelevision.com,
"We have a couple of good concepts, based on which we are talking to several
production houses. We are exploring the opportunity of introducing live action
content through movies and internationally acquired shows, in addition to locally
produced content."
The
first signs of this can already be observed on the channel with the introduction
of short live action programmes and vignettes, accounting for almost 10 per cent
of content on air. "We have already introduced vignettes of live action content
on the channel contributing to about 10 per cent of programming on air,"
he adds.  The
channel is however targeting a 50:50 ratio of anime:live action content for the
programming mix. In July, Animax will start airing live action movies from the
Sony stable including Spiderman 2, Kung Fu Hustle and Hell Boy among
others.
But
will this alter the core USP of the channel?  "We
will continue to be an animation destination. But as an all round youth lifestyle
offering, we have added live action shows and vignettes like Tech Max, Game
Max, Animax Press Play, Imagination and Speak Out. These shows address youth
centric trends like music, gadgets, games and careers which is part of our channel
focus," says Animax manager marketing Supriya Bambawale.
While
globally Animax is a complete anime destination, in India Animax has been forced
to deviate from its original proposition of anime, by including live action to
suit audience preferences in India. When
the channel was introduced to India in 2004, it was positioned with a tagline
'Animation for everyone - Not Just for Kids' hoping to sever the notion that animated
content is only for kid's. But along with youth focused shows, the channel also
had an evening kid's block. However,
in June 2006 the channel dropped the kid's baggage to reposition itself as a totally
youth dedicated channel, specifically the tech savvy 15-24-year-olds. Targeting
this 'wired generation' the Animax started showcasing a new channel look with
a new tagline 'Be Different.' | 
