Sony launches Animax TV channel  ( July '6,2004, HBL)

ANIMAX, a television channel focused on animation but targeting the youth, was formally launched here on Monday.

From the stable of Sony Pictures Entertainment and distributed by One Alliance, the joint venture between Sony Entertainment Television India and Discovery Communications India, the channel will be available initially in 24-hour English and 12-hour Hindi feeds.

A 24-hour Hindi feed will be there in nine months time, senior channel officials said at a press briefing. Though its core audience is youth in the age of 15-25 years, Animax sees secondary markets in age groups spanning 7-14 years and 25-39 years.

Launched originally in Japan where it has since become the leading C&S channel, Animax brings Japanese animation to Indian homes. According to Mr Todd Miller, Managing Director, Sony Pictures Television International, cartoons have traditionally stood for comedy and children. Animation on the other hand, caters to all ages and deals with a wide range of subjects.

The channel's animation content and its star characters have the benefit of merchandise and online/on the ground interaction with viewers, to catalyse their popularity. It is a pay channel, adding Rs 3 to the One Alliance bill of Rs 61 (including Nickelodoen and MTV). But initially Animax may have a free to air phase.

It is hoped to reach 16 million homes in the next few weeks, Mr Shantonu Aditya, President, SETDiscovery Pvt Ltd, said.

The Animax South Asia service is the channel's fifth regional feed, following its debut in Japan and feeds for Hong Kong, Taiwan and South East Asia thereafter. For the present, customisation of content is restricted to marketing, looks and language. Programming solely for India is unviable today as the market is small, Mr Kunal Dasgupta, CEO, Sony Entertainment Television (SET), said.