Sony Pictures Television International's Global Animax Brand Goes Mobile

Jun 13th 2007

- Launches Flagship Mobile Brand On Bell Mobility In Canada And 3 Mobile in Australia
- Announcement Marks The First Time That Sony's Animax Channel Is Broadcast In 'Made For Mobile' Format

CULVER CITY, Calif., June 13 -- Sony Pictures Television International (SPTI) announced today that it is launching Animax Mobile in Canada and Australia, the first two markets in a global strategy to roll-out a dedicated mobile version of its popular Japanese anime channel currently available on TV via cable and satellite across Asia, Latin America, Central Europe and Germany. The announcement was made today by Marie Jacobson, SPTI's executive vice president, programming and production, international networks.
Animax Mobile is specifically designed for mobile TV viewing using mobile streaming technology. Targeting the 14-34 demographic the channel launched in Australia on 3 mobile on June 12 and will launch in Canada on Bell Mobility in July to users of 3G handsets with mobile video streaming capability.
At launch, Animax Mobile will offer a two-hour loop of four full-length anime series, Blood+, Last Exile, R.O.D -The TV-, and The Count of Monte Cristo. In an effort to create a destination mobile channel for a devoted fanbase, the series will be packaged with unique interstitial material, made-for-mobile trivia elements and the award-winning Animax graphic package. Short-form, cult animation series such as Petey and Jadey, relevant regional product such as TechnoMax and ImagineNation from Animax Asia showcasing the hottest new gadgets and real-life creative masterminds behind anime, movie special effects and videogames, and bonus features such as program guides, customized music and graphic ids will seamlessly package a world-class mobile service.
Animax Mobile is a dedicated channel for mobile handsets and is not a rebroadcast, simultaneous co-transmission or cut-down version of an existing television channel. With Animax Mobile, users will be able to enjoy their favorite anime series whenever they want, wherever they want.
Jacobson stated "Animax Mobile is the ideal launch pad for SPTI's multi-platform network strategy. Tailor-made for today's young adult mobile consumer, Animax Mobile builds on the brand loyalty of Animax and extends the consumer experience to a vast and loyal fanbase seeking anytime animé content and culture in current and emerging markets."
Added Bill Sanders, vice president, mobile network programming, "It's not about the big screen vs. the little screen. Often, it's a choice of small screen vs. no screen at all, and with Animax Mobile, we're able to bring some of Animax's most valuable programs to fans new and old at times and in places where they couldn't see them before."

About Animax
Animax is the first-ever channel dedicated to providing highly popular Japanese animation 24-hours-a-day, 7-days-a-week. Animax cable and satellite channels in Japan, South and Southeast Asia, Latin America, Korea, Central Europe and Germany broadcast 24 hours a day to 36 million homes in 38 countries and in 11 languages. Animax is part of Sony Pictures Television International's (SPTI) diverse portfolio of over 40 global networks. SPTI is a Sony Pictures Entertainment company.

About Sony Pictures Television International
Sony Pictures Television International (SPTI) is the division of Sony Pictures Entertainment (SPE) responsible for all television business outside of the United States. SPTI operates three complementary lines of business: 1) distribution of SPE's feature films and television programming to television, mobile and digital content delivery outlets around the world, 2) local television production in key international markets, and 3) international television networks. In addition to being a leader in the distribution of current and classic U.S. and international films and television product worldwide, SPTI produces high profile, locally produced television in local languages. With dedicated offices in France, Germany, Hong Kong, Italy, Miami (Latin America), the People's Republic of China, Russia, Spain and the United Kingdom, SPTI currently oversees production in nine regions of the world and is the leader in international television production among all major Hollywood studios. SPTI's worldwide television networks portfolio is a key strategy in the SPE's long-range commitment to the global marketplace, with over 40 networks in more than 130 countries reaching over 298 million viewers worldwide. SPTI is a Sony Pictures Entertainment company.


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