Sony eyes multimedia appeal

Animax has launched a new project called LaMB, an animated entertainment show that will offer product placement opportunities to advertisers.

In addition to placing products with the programme, advertisers can also utilise on-air, online and mobile.
The programme will also allow advertisers to include animated spots within programmes and during the commercial breaks.

Product, such as mobile phones, computers, home appliances and automotive laboratory equipment have already been woven into the script.

Gregory Ho, vice-president and general manager of Animax Asia, said: “There is no other initiative as exciting as project LaMB for marketers targeting youth, with a campaign of such magnitude that covers multimedia platforms and discipline”.

LaMB will be aired later this year. The hour-long programme is the channel’s first original production in animation, its first in HD format, and is also the first animated show produced under the US$6 million Singapore Economic Development Board and SPE Networks-Asia Joint Production Fund.

This show will be produced by Peach Blossom Media, a Singapore based production house.

Meanwhile, AXN has rolled out Afterworld, a new series that is designed primarily for mobile and online viewing, in the form of 130 three-minute long episodes.

The show’s TV component is being used to redirect viewers to the mobile and online platform that accompanies the series in Singapore, Malaysia, Thailand and Indonesia.

A dedicated website — www.axn-asia.com/afterworld — has launched, and AXN is also partnering a mobile providers including Smartone Vodafone in Hong Kong, Hungama Mobile in India, and Globe in the Philippines to encourage viewers to interact with the show’s characters via a range of features.

A mobile game based on Afterworld is also expected to launch this summer.

Additional reporting by Benjamin Li