MUMBAI: Animax, has entered into a strategic tie-up with Sony for the creation of an Animax branded block on the channel.

An official release, from the channel states, Sony Entertainment Television executive vice president, Sunil Lulla said, The Animax Kool Kidz band fits in with our philosophy of providing contemporary, unique and innovative entertainment to our viewers.

He adds,"It is our endeavor at expanding our viewer base, reaching to newer target audiences in the age group of 7 - 14 years. And with children always looking for newer, trendier television content, anime fulfils this need."

With shows like Indian Idol and Jassi Jaissi Koi Nahin, Sony Entertainment Television has redefined programming norms on Indian television. And the introduction of the Animax Kool Kidz band on Sony Entertainment Television will only strengthen the channels appeal amongst younger viewers, as stated in media release.

Animax-Asia SPE Networks Betty Tsui adds, This tie-up also forms part of our efforts to introduce this relatively new entertainment genre to a larger audience. Anime already enjoys massive popularity in many parts of Asia, the US and Europe, and we have every reason to believe that this is will be the next big thing for the kids and youth in India.

Some of the anime tittles that will air in the Animax Kool Kidz block include Princess Sarah, Little Women, Princess Tutu, Princess Comet, Daigunder, Cyborg 009, UFO Baby, Baby Ba-Chan, Cyborg Kurochan and Fancy Lala.