| • Animax is the leading international channel in Hong Kong with top ratings and reach for youth 15-24 from 1 January to 31 May 2009. • In Taiwan, Animax is the strongest up-and-coming youth channel as primetime ratings surged 80% for youth 15 – 24 in May up from the first four months of 2009. 10 June 2009, Singapore – Animax, Asia’s first pay-TV channel specializing in anime and youth entertainment is hitting top ratings and reach to prove it is the clear youth channel of choice in Hong Kong and Taiwan! In Hong Kong, Animax reigned as the number one international channel in ratings and the most-watched in terms of reach for its target audience of youth 15 – 24 for the period starting from 1 January to 31 May 2009. Popular programs that have driven Animax to its top spot in Hong Kong include fantasy-themed Tears To Tiara which is the world’s first-ever same-time as Japan simulcast anime series, and romantic comedy Nodame Cantabile, Animax’s highest-rated show in the first half of 2009. Animax’s momentum as the leading youth channel in Hong Kong was also carried forward by its latest show, mecha(robots)-themed action anime series Gurren Lagann. Having concluded its premiere broadcast on 4 June, the popular Gurren Lagann series made Animax the highest rated international channel in its weekdays 7 – 7.30pm timeslot since its premiere on 29 April up to 31 May, to top off Animax’s strong and consistent performance in Hong Kong through the first half of 2009. In Taiwan, Animax proved to be the best up-and-coming youth channel as viewers increased their average viewing time to 20 minutes per day, the longest among all international channels. That is in addition to the strong ratings performance that Animax enjoyed in May 2009 where primetime ratings surged a hefty 80% for youth 15 – 24 as compared to the first four months of the year. Taiwan’s robust growth in viewership for May 2009 coincided with Animax’s historical debut of new anime series Fullmetal Alchemist Brotherhood and Tears To Tiara in same-week and same-time as Japan simulcasts, respectively. The highly-anticipated blockbuster action anime series Fullmetal Alchemist Brotherhood premiered 11 April and garnered average ratings to date that propelled Animax ahead of all international channels in its Saturday 10.30 – 11pm timeslot among the youth audience. Likewise, Tears to Tiara notched ratings that came in above all international channels in its Monday 12.35 - 1am timeslot for youth 15 – 24, since it debuted 6 April as the world’s first anime series broadcast across Asia, completely in-sync with the series’ premiere in Japan. Further, similar to Hong Kong, Nodame Cantabile proved a ratings-winner among Taiwan youth who also caught on very well to supernatural action series Shaman King. “The excellent ratings and reach demonstrate Animax’s spot-on connection with our target audience of youth 15 – 24 in Hong Kong and Taiwan. Indeed, the appetite for anime continues to grow in both markets where the following for Japanese trends and culture is at its strongest across Asia. “For Animax, Fullmetal Alchemist Brotherhood and Tears to Tiara simulcasts are definitely among our top shows for 2009. Both programs, along with upcoming new and popular shows are ‘tent-pole’ programs that can undoubtedly grow viewership rapidly for the network,” said Gregory Ho, Vice President and General Manager, Animax Asia. Sources: CSM Media Research Hong Kong, AGB NMR Taiwan, 1 Jan ~ 31 May 2009 About Animax Asia Launched 1 January 2004, ANIMAX is Asia’s first youth brand specialising in the fastest growing youth entertainment genre – anime; along with youth programming including exclusive original productions, music, technology, gaming and lifestyle shows. ANIMAX offers youth and young adults a place to escape to. An extraordinary world where anything is possible. A world where they can express their thoughts, communicate their passion and exercise their creativity. A world which celebrates the joy of youth and recognises them for who they are; a world of fun, happiness and excitement… In short, A World Less Ordinary. Reaching 40 million viewers in 23 million homes across 20 countries, ANIMAX is wholly-owned by Sony Pictures Entertainment and managed by SPE Networks – Asia which also operates AXN, AXN BEYOND and SONY ENTERTAINMENT TELEVISION. Visit www.animax-asia.com for more. |
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