Aditya Chatterjee

Animax now on Sony Entertainment Television

With this alliance, Animax hopes to reach out to a broader base of viewers

Animation channel Animax, has entered into a strategic tie-up with Sony Entertainment Television. From December 5, Sony Entertainment Television will telecast a show ‘Animax Kool Kidz' between 5-6 pm everyday.

The programme will feature some of the very best animation programmes from Animax. All the shows have been dubbed and will be aired in Hindi catering to kids between 7-14 years.

Sunil Lulla, executive vice-president, Sony Entertainment Television, says, "The ‘Animax Kool Kidz' brand fits in with our philosophy of providing contemporary, unique and innovative entertainment to our viewers. 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, Animax fulfills this need."

The channel hopes that the introduction of the ‘Animax Kool Kidz' band on Sony Entertainment Television will only strengthen the channel's appeal amongst younger viewers.

Betty Tsui, SPE Networks, Asia says, "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 most popular animation programmes that will be aired 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.

Animax features animation works by Japan's top producers and studios, including global successes such as ‘Astro Boy', ‘Gundam' and ‘Inu Yasha'.

Animax has three key prime time blocks as well as special programming on weekends. The channel's kids' band, ‘Fun-Fun-Time', 3-7 pm, Monday to Friday, has a series of programmes specially designed for kids and dubbed in Hindi for a larger audience. The rest of the programmes, which appeal to youth and young adults, are in English.

After reaching out to 12 million homes across the country, Animax, with its brand ambassador Irfan Pathan, announced a contest 'Get Irfan to School' on November 29. The contest was launched with an aim to strengthen its appeal among child viewers.

© 2004 agencyfaqs!

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