English Entertainment
Animax to launch with two-hour Hindi feed
MUMBAI: The stage is set and almost ready for the launch of the fourth channel from the Sony stable, Animax, on 5 July.
One feature of the predominantly English (at least in the initial phase) Japanese Anime channel that targets 4-25 year-olds is that, following the lead of AXN, Animax will have a two-hour long Hindi dubbed feed.
The feed will be for two hours in the evening. Speaking this afternoon to Indiantelevision.com SET’s ad sales and revenue management head Rohit Gupta said, “This will enable us to also reach the non Metro sectors. Having a 24-hour feed is something that we could look at as things progress. It is not going to be a channel only for the English speaking elite in the Metros. Our aim is to make it as mass as possible and touch as many viewers as we can.
“Animax is positioned for the young generation worldwide. Our target group is the 4-30 year old. While animation in India has been kids driven unless we show something different habits will not change. In India the brands most popular among the teens is Japanese Anime which is what our channel is all about. So we want to expand the market not only for the kids but also take it to the teen level.”.
Therefore the advertisers that come onboard will also be targeting the teens. While no advertiser has been roped in One Alliance has been talking to major advertisers who are on MTV and Channel (V). Gupta further revealed that a brand ambassador had been roped in to give the channel a major marketing push. Details on this will be announced shortly. There will be outdoors, print etc. The ambassador will naturally be someone that the youth can closely relate with.
Asked why the push was coming in so late Gupta pointed out that the distribution scenario would have to be sorted out first. So the initial push will happen on the distribution front. Animax will have a separate feed for India. The FPC is being done differently compared to Japan where adult animation is popular. As far as content is concerned Gupta added that Astro Turf was a show that was being looked at as a driver. “While it does appeal mainly to a younger audience we have to start somewhere. Then we build up our efforts from there. Astro Turf is a known show.”
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
