(1 December 2008 6:00 pm)

MUMBAI: Sony Pictures Entertainment (SPE) Networks Asia has announced that Animax Mobile has debuted in Malaysia on Astro Mobile TV and in Singapore on StarHub.

The deal is for the Animax Mobile 3G video streaming service. With these two launches, Animax Mobile will now capture a total of seven markets that include Canada, Australia, Hong Kong, Taiwan and Brunei.

Animax Asia VP, GM Gregory Ho says, “Animax’s expansion to mobile is a natural progression for the channel which already enjoys a strong following in Singapore and Malaysia. Animax Mobile adds a new platform beyond TV where viewers can enjoy their favourite shows whenever and wherever they want, especially as they go on shopping trips and gatherings during this busy festive season."

In Malaysia, Animax and Astro are offering Animax Mobile on the newly-launched 3G Astro Mobile TV service, currently available to Maxis and Hotlink customers with activated 2.5G and 3G phones. As a start, subscribers may pick Animax Mobile for a single day trial, subscribe to only Animax Mobile for a month, or take up Animax Mobile with two other channels to form the customisable basic pack.

In Singapore, Animax Mobile will be available from 1 December 2008 to StarHub mobile customers on a free trial till 31 March 2009. Pricing of Animax Mobile service after the free trial will be announced by Starhub as it becomes available.

With Animax Mobile, Singaporean and Malaysian users can enjoy full-length anime episodes in two-hour loops that are refreshed weekly, along with bite-size clips of five to seven minutes length which are perfect for youths and young adults who are always on the go.

Designed with the youth market in mind and specifically targeting the 15–35 demographic group, Animax Mobile will serve up four popular Japanese anime series in its English dubbed versions for mobile users to enjoy. Titles at launch include Gankutsuou: The Count of Monte Cristo.

This is the sci-fi retelling of the classic Alexandre Dumasnovel. There is also the supernatural thriller Blood+, the action and adventure series R.O.D and the fantasy anime Last Exile.

“With the high mobile penetration rates in Malaysia and Singapore, coupled with Animax’s popular and world-class anime content, Animax Mobile represents the perfect platform to engage Animax’s tech-savvy and highly mobile youth and young adult audiences. The service is an integral part of Animax’s efforts to offer audiences a 360-degree entertainment experience across all media platforms and seamless interaction with the Animax brand,” adds Ho.