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Animax goes in for a new look, targets youths with ‘Imagine-Nation’ series

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Animax goes in for a new look, targets youths with ‘Imagine-Nation’ series

Animation channel Animax has gone in for a revamp in a bid to respond to a discerning and growing audience. The process entails a new look, style and attitude for the channel. It has also launched ‘Imagine-Nation’, a short-form programme series aimed at motivating the youth.

“Animax’s target are the people who are fresh consumers and dedicated viewers,” remarked Betty Tsui, Vice-President of Animax, Programming and Production, SPE Networks – Asia. With its reinvention, the channel will bring several new refreshing shows to woo everyone – from the trendy teenager to the hip young adult belonging to the affluent Indian audience aged 15-24 years.

“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,” Tsui added.

While the channel continues to show award winning titles like ‘Cowboy Bebop’ and ‘Journey to the West’, it also aims to offer unique programme content through offerings like ‘Inuyasha: Fire on the Mystic Island’, ‘God save Our King’ and ‘Samurai 7’.

Animax’s ‘Imagine-Nation’ series will showcase successful Indians and Asians across diverse fields of games, entertainment, animation, media and design. ‘Imagine-Nation’ features well-known names 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.

Animax promises to keep the action going, with a roundup of award winning expected to entertain the audiences in July. Apart from that, ‘out-of-the-box’ activities and off-air events in the near future can also be expected from the animation channel.


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