Mandarin Kids’ Network MaxToon Launches in Singapore

SINGAPORE: StarHub and content aggregator MyChinaChannel (MCC) have teamed up to develop a dedicated Mandarin edutainment network called MaxToon, launching today for StarHub TV customers.

The new channel is geared toward kids ages 3 to 12 and features a mix of animated and live-action programming. MaxToon will develop locally produced content, in addition to offering Singaporean youngsters curated titles from China. Shows debuting at launch include the tale of friendship Panda’s Paradise and the problem-solving series Xiao Kang Kang, with the channel’s original variety talk show Kids’ Talk due out in June.

MCC will own and distribute the channel, which will be available from 6 a.m. to midnight, with four hours of fresh content every day. Chinese subtitles will be made available for selected programs.

“Children are naturally imaginative and learn best through play,” commented Lee Soo Hui, the head of the media business unit at StarHub. “MaxToon, which provides a compelling lineup of educational and enriching Chinese content, will provide a safe and fun environment for children to learn and master the Chinese language in a lighthearted manner. We are confident that MaxToon will delight parents and children alike.”

Said Patrick Yong, the CEO of MCC: “Through the carefully curated programs on MaxToon, our aim is to eventually help our young viewers develop a love for the Mandarin language, and to use it in their daily lives. Also, we have big plans to support our homegrown talents through local productions, providing them with an avenue to showcase their creativity. We believe that MaxToon has the potential to be a leading Mandarin edutainment kids channel in Asia in time to come.”