SOURCE: Animax Entertainment

April 16, 2008 08:00 ET

Animax Entertainment Launches Branded Entertainment Division

Animax Paves the Way for Branded Entertainment With Animax Unplugged

LOS ANGELES, CA--(Marketwire - April 16, 2008) - Animax Entertainment, a Broadband Emmy-winning multiplatform entertainment studio, and Toronto-based digital entertainment studio Unplugged TV announced today at the National Association of Broadcasters Show the launch of a new joint venture: Animax Unplugged, a Branded Entertainment division.

Animax's reputation for online branded content is renowned. Its diverse portfolio includes original short-form content such as "Off-Mikes," a series of webisodes produced for ESPN, for which Animax won the first-ever Broadband Emmy; "Ink Is It," an award-winning campaign for Kodak that features a series of viral videos, games, and blogs; and the Beanie Babies 2.0 and Ty Girlz virtual worlds, both built and supported by Animax.

Animax Unplugged brings together two notable members of the entertainment community, Dave Thomas and Richard D'Alessio. Thomas, an established actor, writer and director, first came to prominence as a cast member of the Canadian comedy series "SCTV," where he portrayed, among other characters, "Doug" of Bob and Doug McKenzie. D'Alessio, a sought-after commercial director with three Cannes Lions to his credit, worked alongside Barry Levinson and Jerry Seinfeld as the animation director for American Express' pioneering webisodic series "Adventures of Seinfeld and Superman."

"Brands are well-aware that traditional advertising tactics are losing effectiveness. Animax Unplugged creates the perfect union by melding entertainment, branding, and interactive experiences," says Tim Jones, COO of Animax.

Animax Unplugged's value proposition is unique: first, focus on creating engaging original branded content and second, use a 360-approach to distribution including interactive campaigns such as casual games, Facebook applications, iPhone applications, and widgets to fully support the engagement.

"Our philosophy is simple -- by creating truly engaging content we can transform individuals within a target demographic into product evangelists and brand ambassadors," states Tim.

About Animax Unplugged:

Animax Unplugged is a branded entertainment studio that develops and produces original content supported with interactive marketing campaigns. Combining engaging creative with an eye for seamless branding, Animax Unplugged creates online experiences that increase brand equity.

About Animax Entertainment:

Animax was founded in 2001 by Emmy-winning writer/producer/actor Dave Thomas ("SCTV," "Grace Under Fire," "Brother Bear") and Andrew Bain, owner of multiple advertising and production companies in Europe. Animax Entertainment is an award-winning entertainment studio specializing in producing character-driven content for all screens.

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