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China’s SMG prepares to launch kids channel throughout South East Asia

Chinese media giant Shanghai Media Group (SMG) is preparing to launch a Mandarin-language kids channel throughout South East Asia. The as-yet-unnamed network will roll out in 2013 and feature content from SMG’s animation subsidiary Toonmax.

The new service will have over 1,000 hours of new programming a year, according to the partners involved in the launch.

No carriage deals with pay TV operators have been announced, but the network will be distributed by aggregator and distributor MyChinaChannel.

France Telecom’s Globecast will manage the on-air creative, playout and technical services for the channel.

“MyChinaChannel sees great growth opportunities in China-produced, Mandarin-language kids’ content. This segment of the market has never really been served.  There is an ever-growing population of Mandarin speakers within Southeast Asia” said Melvin Ang, executive director, MyChinaChannel. “This partnership is a perfect symmetry of complementary skills with Shanghai Media Group’s Toonmax providing content, Globecast managing the on-air creatives and technical services, and MyChinaChannel spearheading commercial efforts.”

“We are excited to be working with MyChinaChannel and GlobeCast to bring the very best kids China-produced, Mandarin-language content to Southeast Asia viewers,” said Gu Jianyu of Shanghai Media Group’s Toonmax.