Starhub to offer Animax Mobile

Animax kicks off in Malaysia, Singapore

Sony Pictures Entertainment Networks (SPEN) is ramping up its multi-platform presence in Asia, with today's launch of animé and youth channel Animax on mobile networks in Singapore and Malaysia.

In Malaysia, Animax Mobile is now available as a 3G streaming service on the Astro Mobile TV service, recently launched by Animax's linear home in Malaysia, Astro TV. Astro Mobile TV is compatible with the Maxis and Hotlink networks.

In Singapore, Animax airs on StarHub, which has now added Animax Mobile to its cellular network package. StarHub will offer Animax Mobile as a free trial to all customers until March 31, 2009.

Animax Mobile allows users to stream full-length animé episodes in two-hour loops that are refreshed weekly, alongside short clips of five to seven minutes.

"Animax's expansion to mobile is a natural progression for the channel, which already enjoys a strong following in Singapore and Malaysia," said Gregory Ho, VP and general manager for Animax Asia.

"With the high mobile penetration rates in Malaysia and Singapore, Animax Mobile represents the perfect platform to engage Animax's tech-savvy and highly mobile youth and young adult audiences. The service is an integral part of Animax's efforts to offer audiences a 360-degree entertainment experience across multiple platforms and seamless interaction with the Animax brand."

Today's launches bring Animax Mobile's reach to seven markets. It rolled out in Canada, Australia, Hong Kong, Taiwan and Brunei in 2007.