Animax ventures into branded entertainment

Singapore - Animax has launched LaMB, an animated entertainment show produced in HD and offering advertisers branded entertainment opportunities such as product placement.

Advertisers have yet to sign on to the project at this stage.

The show will be marketed through a multi-platform campaign and first promotional activities are expected to be seen in the later half of the year. LaMB is the first animated programme produced under the US$6million (S$8.2 million) Singapore Economic Development Board (EDB) and SPE Networks - Asia Joint Production Fund. Peach Blossom Media, a Singapore-based company, will handle the production of the show.

"When they (Animax) shared their vision of making LaMB a fully integrated, multi-media platform content which is appealing to both sponsors and the public, we leapt at the opportunity.  Animax is a broadcaster that is extremely supportive and passionate about engaging audiences via a comprehensive broadcast, web viral and mobile phone strategy," Karen Tang, VP for Peach Blossom Media, said.

The show will air in the last quarter of the year.