Sony Pictures to expand Animax to HK, Taiwan and SEA

Todd Miller, senior vice-president of Sony Pictures Television International (SPTI) and managing director of AXN Asia said: "Research has shown that the genre already has a strong following in many markets - 80 per cent of the Thai population watches anime of some form, whether through terrestrial or pay-TV. It's a hugely popular genre."

Last September, an AXN anime promotion at Kuala Lumpur's MidValley Shopping Mall - the largest in the region - attracted a crowd of more than 70,000 people.

Miller put the estimated audience for the 24-hour channel in the new markets at about 94 million viewers, who range in age from seven to 35, although the core target group is between 15 and 24.

Basic cable agreements have been lined up in a number of countries in the broadcast footprint, including Taiwan, Hong Kong, the Philippines and Indonesia.

Animax Asia will be launched as a collaboration between SPTI's teams in Singapore and Tokyo, with the Lion City providing marketing and operational resources and its Japanese counterpart contributing brand support.

Miller said that Animax Asia would open up a new advertising revenue stream for the group. "Given that this is a general entertainment channel, the profile with AXN is complementary - electronics, fashion and the like focusing on youth.

"But for the first time, we have kids' programming, so the base has been broadened to include food, soft drinks and confectionery."

Animax will be going up against Cartoon Network and Nickelodeon; however, Miller said: "In Japan, it has been the top pay-TV service in a universe of 184 channels over the past four years. Given the programming's popularity in other parts of Japan, we will replicate the formula in the new markets we are entering."