Amazon adds Asian preschool channel to line-up

The Miao Mi Mandarin-language kids net will be part of Amazon’s add-on channels offering.

Amazon Channels has added the channel, which is run by Lionsgate and Saban-backed Celestial Tiger, to the line-up.

The channel launched in Asia last year as an alternative to the kids channel offerings from US heavyweights Disney, Nickelodeon and Turner.

Aimed at 3-to-6s and programmed with content sourced from Asia, the US launch will give viewers in the country a channel that can help them learn Mandarin. These programmes are made in-house by Celestial or come from leading children’s content producers from China and across Asia.

There will also be an English-language option in the US.

“There is a clear and growing desire among forward-looking parents around the world to introduce their children to Mandarin,” said former Sony channels exec and CTE CEO Todd Miller.

“Miao Mi addresses an important gap in the preschool educational market and we see global demand for this high-quality, educational and entertaining children’s programming, on demand and across all devices, in Mandarin and local languages.

“The launch of Miao Mi in the United States is an important step as we expand Miao Mi around the world.”

Miao Mi will cost Amazon Prime members an additional US$5.99 per month. Amazon has been bulking up its Amazon Channels offering,adding HBO and Cinemax earlier this week. The nets are available a la carte for customers with a Prime subscription.