ASIA-PACIFIC BROADCASTING

HONG KONG – Animax, a channel known for its anime and youth entertainment offerings, said it has successfully launched a Korean live-action programming hour in Malaysia to target the youth and young adults market.

Aiming to offer more programming choices to audiences and in line with a refresh of the entire network’s look and feel, Animax unveiled a slate of Korean live-action youth entertainment programmes during weeknights primetime slots of 8-9pm. The programmes started broadcast last month.

Shows include Korean pop music variety show Live Power Music on Monday; talent search reality series Pretty Boys & Girls on Tuesday; and idol dramas My Girl, Princess Hours and Coffee Prince lined up from Wednesday to Friday respectively. With a deliberate effort to better engage local viewers, these shows are broadcast in Bahasa Malaysia dub or in original Korean audio with both Bahasa Malaysia and English subtitles.

“Korean live-action entertainment is the perfect complement (to current programmes) to offer a wider breadth of choice to our youth and young adult viewers. Animax’s surge in ratings offers compelling evidence that the Korean wave continues to rage strong in Malaysia,” said Gregory Ho, vice-president and general manager of Animax Asia.

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