Mio TV continues kiddie trend

Singapore – Mio TV has added to its strong offerings for kids by signing on children's channel Jetix On Demand, owned by The Walt Disney Company, and targeting viewers aged 6 to 14 has launched.

Mio TV already has two channels for babies with Luli and CBeebies, and director of IPTV and content for mio TV, Low Ka Hoe said "kids are a very important segment of the market".

Although it is still too early to measure how the channel is doing, Laura Wendt, vice president and managing director of Walt Disney Television International SE Asia is optimistic the character driven shows will capture the discerning young viewers in Singapore.

"It's a great time to be a kid. We present quality, character driven stories that they can resonate with. We're still testing the market as the brand is still very new here. We will strengthen branding with contest promotions, games and on-ground activities. In Europe we even have Jetix soccer for the kids," she said

Demand TV being fairly new in Singapore, Wendt is confident kids are adaptable hence they will choose and learn to watch shows in many formats. Her job then is to strongly position the brand to entice her young target audience and they in turn will bring forth the brand to their parents. SingTel's role on the other hand would be to educate the parents.

The version of the channel offered on mio TV has 20 hours of content and only five original shows so far, such as Get Ed and A.T.O.M. and according to Wendt, plans to introduce new content would depend on how well the channel is received.

The channel was previously known as Fox Kids but was sold to Walt Disney in 2004 and subsequently rebranded into Jetix.