nimax, the animation channel from Sony Pictures Entertainment (SPE), is here as part of the Animax South Asia service. Touted "animation for everyone," the 24/7 anime channel in the country is positioned as a youth entertainment channel "not just for kids."

The core audience for the channel is between 15 and 25 years of age. Kids between seven and 14 years and adults between 25 and 39 years will form its secondary audience. Which is the reason why it is being promoted as a general entertainment channel that sees itself in competition with other youth channels such as MTV and Channel [V], rather than kids� entertainment channels, such as Cartoon Network or POGO. While cartoons are primarily for kids and usually belong to the genre of comedy, animation has a wider appeal and covers a whole gamut of subjects, says Todd Miller, managing director, Sony Pictures Television International (SPTI), who is also managing director of Sony Pictures� network channels in Asia, AXN and Animax. ... more