The Hindu Business Line : Animax plans to go Hindi soon

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.

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