Sign In

MCC To Launch MaxToon On StarHub

(Singapore) – A whole new Mandarin kids’ channel, MaxToon, will soon be available in Singapore, on StarHub TV, by the first half of 2016. The channel, to be delivered in high definition, will feature high quality kids’ content produced in China. As a leading aggregator of China-produced content in Southeast Asia, MyChinaChannel (MCC) will own and distribute the channel.

The edutainment channel will broadcast quality new content in Mandarin filled with popular characters. Besides offering the best of curated China content, MCC will also be looking to co-develop content with China and to create engaging and relevant original productions for the local market.

“There’s growing consumption of Chinese content around the world and great growth opportunities in the Chinese kids' space. MaxToon aims to fill the gap in the market where Mandarin kids channel is under catered for and we hope to bring MaxToon to more audiences within Southeast Asia”, said Mr. Patrick Yong, CEO, MyChinaChannel.

“As a family-oriented pay TV operator, we are always on the lookout for entertaining yet educational content suitable for family co-viewing. MaxToon’s programming combines carefully curated content from China together with locally-made productions to create a compelling package for parents and children alike. This will give families a new way to bond and improve their Mandarin proficiency at the same time,” said Ms. Lee Soo Hui, Head of Media Business Unit, StarHub.

In conjunction with the upcoming launch of MaxToon, MCC has also announced a partnership with Marshall Cavendish Education to co-develop a brand new kids’ reality edutainment programme that aims to bring back the fun in learning Mandarin. The partnership will see MCC spearheading the development of the programme with Marshall Cavendish Education (a subsidiary of Times Publishing Group) providing the pedagogy and content advice, mapped to Ministry of Education (MOE) Singapore’s curriculum.

Marshall Cavendish Education is the only appointed co-publisher for all primary and secondary Chinese textbooks in Singapore and has worked closely with the MOE, Singapore for close to 35 years on developing educational resources for the Chinese, Malay and Tamil languages.

“Education is a core component of our business and we are delighted to be able to work with MyChinaChannel to deliver content from Marshall Cavendish Education in a fun and entertaining way through the co-production of a Chinese Edutainment Game show. We believe that effective learning is about engaging children directly and providing them with a tangible experience of the Chinese language in a real world context. It is our aspiration that the younger generation of children will grow to appreciate and love the Chinese language through this programme,” said Mr. Siew Peng Yim, CEO, Times Publishing Group.

“With the upcoming launch of our kids’ channel, MCC definitely looks forward to this timely partnership with Marshall Cavendish Education,” said Mr. Yong. “Their knowledge and expertise in the Chinese language will help set the framework for the programme while MCC will work on presentation and delivery of the content.”

The yet-to-be-named programme is slated to start production in June next year.

Source: MyChinaChannel