Technoglitch
Core Member
Animax faces an uncertain future and Multi Screen Media (MSM) has given the channel at least 12 months of breathing space. Depending on the performance of the channel, MSM will take a final call on what kind of surgery Animax would need. One of the options considered is converting it into a kids channel. MSM has general entertainment, movie and sports channels but has no presence in the kids TV genre. Animax, stuffed with Japanese animation, unsuccessfully targets tweens between 12 and 18 years. “In February last year, we did consider turning it into a kids channel with a mix of animation and live action content. But we decided against going ahead with the idea. The market at the moment is too volatile and the environment is rapidly changing. We have given Animax breathing space and will this year allow it to run the way it has been doing ,” AXN Networks India business head Sunil Punjabi told TelevisionPost.com. It has been 10 years since MSM launched Animax, a channel focusing on Japanese animation. But carving a niche in the volatile market has been a real problem that left Animax struggling for the past few years. Catering to the tweens between 12 and 18 years is tough, admits Punjabi. “People associate animation with kids content. As a result, there is a perception difficulty.”
http://www.televisionpost.com/television/msm-weighing-options-on-animax/ | TelevisionPost.com
http://www.televisionpost.com/television/msm-weighing-options-on-animax/ | TelevisionPost.com
