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Sony inks deal to create Animax-branded block

04-December-2004
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Sony inks deal to create Animax-branded block

Animax, India’s first channel dedicated to Japanese animation ‘anime’, has entered into a strategic tie-up with Sony Entertainment Television (SET) for creation of an Animax-branded block on the channel.

‘Animax Kool Kidz’, starting December 5, will be broadcast on Sony Entertainment Television daily between 5 and 6 pm. It will feature some of the best animation programmes from Animax. All the programmes will be dubbed and broadcast in Hindi and have been carefully selected to appeal primarily to kids of 7–14 years.

On the launch, Sunil Lulla, Executive Vice President, SET India, said, “The ‘Animax Kool Kidz’ band fits in with our philosophy of providing contemporary, unique and innovative entertainment to our viewers. It is our endeavour 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 Jaisi 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 channel’s appeal amongst younger viewers.

Betty Tsui of SPE Networks, Asia, 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 will be the next big thing for the kids and youth in India.”

Some of the most popular anime programmes that will be airing on 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 has three key primetime blocks as well as special programming on weekends. The channel’s kids’ band, ‘Fun-Fun-Time’, aired between 3 to 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.

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