Animax Asia has signed a new long-term output deal with Gonzo, Japan’s leading animation studio. The output deal will allow Animax to let Asian viewers see the latest animation first and exclusively outside of Japan.
Betty Tsui, Vice-President of Animax, Programming and Production, is thrilled at the opportunity to have Animax viewers in Asia experience innovative animation offerings from Gonzo.
Tsui said, “We first launched Animax two years ago, targeting a wider audience. Now we are at stage of re-focusing on our core advantage – the youth. The youth today represents the largest demographic segment in terms of population in India and given the socio-economic evolution of India as a market, the youth today are getting more demanding in all senses of the term and that includes their media consumption habits. At a time like this, Animax will be right there to provide them with a new dimension in meeting their entertainment objectives with its cool, trendy and cutting edge programming.”
She added, “We are delighted to have a strong partner like Gonzo as the studio’s original creative direction is in sync with Animax’s overall strategy to provide world-class animation entertainment. With the recent launch of the Animax refresh campaign (Imagine-Nation), the timing of this output deal is a fantastic opportunity for both Animax and Gonzo to showcase more unique animation programmes that will entertain our viewers.”
Commenting on Animax’s image transformation, Tsui said, “Animax will evolve into a youth lifestyle brand, our programming, marketing and promotion efforts will all gear towards this direction. Over a period of time, Animax will look at being not just an entertainment brand, but also look at touching the lives of youth through the various activities that they indulge in, hence, becoming an integral part of their lifestyle.”
As is known, Animax’s new target audience is 15-24 years old. When asked if Animax would now completely move away from kid’s genre, Tsui said, “Though we are now youth-focused, kids nowadays are very sophisticated, too. They very often look up to high quality production and also programmes with more depth in the storyline and characters, as well as program,es that can trigger their imagination and creativity.”
She further said, “We will kick off our marketing campaign pretty soon, not only on the new look, but also on the great programming and activities we have lined up for Indian viewers in the next few months. Over the forthcoming months, we will be exposing our target audience to some of the most cutting edge programming in the form of not only shows but also movies and Original Video Animation (OVA). As compared to a few years ago, the youth today is far more aware of the various happenings in the world mainly triggered by mediums like the Internet, which is a medium that they tend to consume reasonable well. Hence, some of the marketing initiatives that we will be looking at will include working with mediums such as Internet, radio, cinema, and out of home initiatives that directly connect with the youth directly.”
Responsible for some of the most innovative and stylish animation using 2D and 3D computer graphic techniques, Gonzo has brought to viewers around the world popular titles like ‘Samurai 7’, ‘The Count of Monte Cristo’, and ‘Hellsing’. The synergy of Gonzo and Animax is apparent as both partners strive to provide the youth and young adult market with varied and quality programmes.
GDH KK International, the international arm of GDH KK, which owns Gonzo, too, is excited about the tie-up with Animax. Arthur Smith, President, GDH KK International, said, “Viewers in Asia will see a lot more of Gonzo. Gonzo hopes to become a well-known brand for animation fans. We believe that working with a great partner like Animax will help us achieve this.”
With a reach of over 25 million households across Asia 24 hours a days, the new partnership represents enormous potential for Gonzo to showcase its new titles and become a household name in the Asia region.
Rolling out the output deal is the animation creation, ‘Trinity Blood’. Having premiered first and exclusively in Hong Kong on June 1, 2006, ‘Trinity Blood’ is broadcast on Animax every Thursday at 10 pm.