Financial Daily from THE HINDU group of publications
Saturday, Nov 27, 2004

Cross Currency

Group Sites

Marketing - Strategy
Variety - Entertainment & Leisure

Animax plans to go Hindi soon

Our Bureau

New Delhi , Nov. 26

ANIMAX, from the Sony Group, is bracing itself as competition among the kids' entertainment channel is getting stiffer with the launch of two new channels from the Disney stable. And, going Hindi, is definitely on the cards.

Mr Rohit Bhandari, Assistant Vice-President, Marketing and Sales, AXN and Animax, told Business Line that "We are working towards having a 24-hour channel.

However, the cable operator would decide whether to offer a Hindi feed or an English one. Currently, programmes are available for almost four hours during prime time in Hindi.''

He said the first aim was to reach out to a large number of households. Animax is available in close to 12 million households and the strategy is to build familiarity with the programmes.

For this, it has started a promotional programme in schools along with the cricketer, Irfan Pathan.

The channel has not yet started taking advertisements. "We first want to know the popular programmes, get adequate viewership numbers before we approach advertisers," he said.

Animax does not see any impetus in selling the channel at low advertising rates.

Licensing of characters is also a focus area for the channel. Mr Bhandari said that depending on the popularity of the characters, the channel would look at licensing options.

More Stories on : Strategy | Entertainment & Leisure | Radio/TV

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Hyundai drops prices of Elantra

Animax plans to go Hindi soon
`Use of same trademark by more than one person permissible'
New Boroplus ad featuring Big B
DCM Shriram to retail BPCL petrol — In talks with ICICI Bank for extension counters
`Better delivery systems must to sustain retail boom'
FDI in retail: Industry cautiously optimistic
UB, SABMiller on bottle buying binge
Fixed lines outnumber cellphones in most circles
Indian Immunologicals launches Nimesulide injection for animals

The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2004, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line