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SPE lets viewers help out on new look
Rose Major ©RapidTVNews | 16-03-2010
Sony Pictures Entertainment is revamping the Asian version of Animax as part of a global refresh of Animax TV networks worldwide. The added gimmick is that Animax will allow viewers to “directly shape and colour the on-air look and feel of a television channel”.
Changes to the channel’s appearance will be complemented by the addition of more live-action shows led by a new Korean youth-interest programming block which will include entertainment, variety, reality and ‘idol’ drama shows as well as movies. But the channel will continue to pursue its strategy of simulcasting new anime series with Japan.
The push to allowing more interaction with the channel via viewers’ creative input to the channel’s ident “represents Animax’s latest initiative to embrace usser-generated content by being among the world’s first TV networks to enable viewers to decide the channel’s on-air appearance,” the company said.
The statement from SPE added: “As part of the brand new on-air graphics package, upcoming shows on the channel will be introduced by a ‘handheld slate’ with a customizable background dedicated to showcasing the creativity of Animax viewers. Spotlighting the best pictures shared by viewers as the featured background each week, selected contributions will be seen by millions of Animax viewers across Asia. Pictures can be that of the viewer’s favourite haunt, the best-loved corner of the bedroom, or even a shot of contents in the fridge!”
The wider global revamp of Animax will allow channels to screen more local content and use on-air local talent. The new Animax will be "multi-platform and multi-dimensional" with a greater online and mobile presence including more community tools. These include micro-blogging and instant messaging.
“The new focus of ANIMAX is to capture the global youth audience of 14-29 year olds where they are most passionate,” said Marie Jacobson, executive vice president, programming and production, international networks for SPT. “ANIMAX will enable its key audience of young people around the world to create, share, and play together regardless of their geography or nationality.”
Changes in the Animax line-up will begin in Portugal in April and will continue throughout Europe, Asia and Latin America. The channel reaches 200 million people in 62 countries.
© Rapid TV News 2010
