Animax has been a pioneer seeking to change the face of animation in India by offering Indian viewers animation for grown-ups, and not just cartoons for kids. Animax programming tends to be more developed, dramatic animated series portraying human emotions and conflicts.

These series attract viewers that want intelligent, substantial themes along with the fun in their animated entertainment. The Animax audience are young adults who enjoy daily viewing of their favorite animated series on Animax.

Says Animax-Country manager- Sunder Aaron, "We've converted the Animax feed into English-only to better meet the interests of our target audience in the metros. We've targeted the young adults of India who we all see at cyber cafes, playing video games, downloading music and wearing branded clothes. Animax is focused on engaging this discerning audience with our programming. Broadcast in English also meets the demands of our various user-groups who have expressed this preference to us online. "