Animax expands its horizons

Channel will focus on youth culture across all platforms

Sony Pictures Television’s Animax channel has been rejigged to focus more broadly on youth culture, and has expanded its programming to span TV, the web, mobile and emerging platforms.

It will unspool a mix of home-made content featuring local talent as on-air personalities as well as network originals to woo its target 14-29-year-old demo.

“Animax will enable its key audience of young people around the world to create, share, and play together regardless of their geography or nationality,” said Marie Jacobson, SPT’s executive VP of programming and production, international networks.

Micro-blogging, fan wiki elements, instant messaging and digital collectibles and gifts will encourage cross-platform audience interaction with Animax and with each other.

Web will continue to feature popular anime franchises, including “Full Metal Alchemist,” “Deathnote” and “BloodPlus.”

Changes in the lineup will begin in Portugal in April and will continue across Europe, Asia and Latin America in the following months.

Animax bowed in 1998 as the world’s first 24-hour, anime TV network.

Originally created as a digital satellite TV network servicing Japan, Animax now airs in 62 countries in Asia, Europe and Latin America.