Toonami sends in the superheroes
M Turner Co, the broadcasting joint venture between Major Kantana Broadcasting (MKB) and Turner Asia Pacific Inc, yesterday launched its second children-oriented satellite TV channel amid the decline in the satellite TV business.
Called Toonami, the new satellite channel aims to attract a wider range of viewers, particularly those aged 15 and above, said MKB managing director Siamrus Laohasukkasame.
Children’s channels can generate heavy revenue thanks to clear content that draws a specific viewership, even as the satellite TV business is down due to fierce competition from digital TV.
In 2013, M Turner introduced Boomerang, its first children’s channel focusing on preschoolers. The channel has received good feedback from viewers and advertisers.
Boomerang now ranks among the top five satellite TV channels and has already broke even within one year of operation.
“We are also pinning high hopes on Toonami, which is expected to be ranked among the top five satellite TV channels as well,” Mr Siamrus said.
Toonami is billed as the ultimate home of superheroes and a dedicated destination for action enthusiasts. The channel features action cartoons including Dragon Ball Z, Batman: The Brave and the Bold, Ben 10, Justice League Unlimited, Teen Titans, Transformers Prime, The X-Men and Wolverine.
To generate more revenue, MKB is diversifying into events and show business, focusing on children in line with Boomerang and Toonami channels.
Additionally, it has broadened its business role to become a vendor of movie rights for digital TV channels, which have high content demand. It is also interested in partnering with digital TV operators.
Turner Broadcasting Asia Pacific Inc has more than 45 channels with a wide range of categories, such as CNN International, CNN, Cartoon Network, Adult Swim, Cartoonito, Warner TV and MondoTV.
Mr Siamrus said although satellite TV was facing a tough time sharing ad spending after the advent of digital TV, MKB’s satellite TV channels did well last year.