Animax refreshed: Animation grows up

Media Release

New Delhi,June 19

This June, experience the Animax Refresh: a stylish new look, attitude and approach for the animation channel in India. The changes have been conceived by Animax to meet the requirements of an ever growing and discerning Indian viewership. With blockbuster animation series and shows that are more youth and young adult focused. Animax is punching into a different market segment to better attract the 15 to 24 years old, an age group with real purchasing power. “These are the same young people we all see at cyber cafes, playing video games, downloading music, wearing brand name clothes, and idling in coffee shops.

Animax’s target are the people who are fresh consumers and dedicated viewers”, Says Betty Tsui, Vice-President of Animax, Programming and Production, SPE Networks – Asia. From the trendy teenager to the hip young adult, the affluent Indian audience aged 15 to 24 years can look forward to a host of refreshing new television shows with the reinvention of Animax.

“Like all entertainment genres, animation continues to evolve, and we have noticed that the best animation produced today is becoming more and more appealing to the youth-driven demographic. Indian youth today want to experience a daily life that is dynamic, fun and full of creativity: television has to meet these demands.” Says Tsui.

In line with Animax’s commitment to bring the best in entertainment and world class animation to Indian viewers, the channel continues to showcase award winning titles like Cowboy Bebop and Journey to the West, amongst other thrilling new shows. Ardent Animax fans can also expect unique programme content covering a wide variety of themes and styles in the coming months, including the latest Inuyasha: Fire on the Mystic Island, God save Our King and Samurai 7 to name a few. All these series feature young adult oriented themes and more mature story lines and characters.

Adds Betty Tsui, "Directly addressing the aspirations of our audience, Animax has also launched “Imagine-Nation”, a short-form programme series created to motivate the youth by featuring uniquely talented Indian and Asian individuals.” The Imagine-Nation project will showcase successful Indians and Asians who are passionately and professionally connected to the creative world of games, entertainment, animation, media and design. This project features those who dared to let their imagination lead them to success and fame in extraordinary fields. This host of talent includes figures such as: Narain Karthikeyan, India’s first ever F1 driver; Sandeep Acharya , winner of SET’s Indian Idol 2 , Nickson Fong, the Singaporean animation guru, and Rajesh Turakhia, CEO of Maya Entertainment. With an aim to inspire young adults from India to pursue their passions and encourage them to go beyond their perceived horizons, these achievers will share their visions and inspirations with viewers in a series of candid featurettes made exclusively for Animax.

Tsui elaborated on the channel’s future goals says, “The youth segment we are now focused on has the power to dream and go beyond society’s existing norms and standards. With its powerful fresh focus, improved appearance, edgy new progammes, and an overall mission to address the developing needs of its young adult audience, Animax aims to be a channel which constantly inspires imagination and innovation in its viewers."

There is much more to come too: Indian audience can expect a round-up of award winning shows launching in July and more ‘out-of-the-box’ activities and off-air events in the near future from Animax.

For Further information contact

Deepti Mathur

LINOpinion

95124-4150226