MaxToon 
to Launch in Singapore via StarHub TV 


SINGAPORE: A new Mandarin-language kids’ channel, MaxToon, is set to air in Singapore on StarHub TV, and MyChinaChannel (MCC) has entered into a co-development deal for a new series.

Primed to launch in the first half of 2016, the edutainment channel will feature Mandarin-language HD children’s content produced in China. MyChinaChannel will own and distribute MaxToon. In addition, MCC has entered into a partnership with Marshall Cavendish Education, a subsidiary of Times Publishing Group, to co-develop a brand-new kids’ reality-edutainment program that aims to bring back the fun of learning Mandarin. MCC will spearhead the development of the program, with Marshall Cavendish Education providing advice in regard to content, in accordance with the curriculum of Singapore’s Ministry of Education. 
The yet-to-be-named program is slated to begin production in June.

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

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

“As a family-oriented pay-TV operator, we are always on the lookout for entertaining yet educational content suitable for family co-viewing,” commented Lee Soo Hui, the head of the media business unit at StarHub. “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.” 


Siew Peng Yim, the CEO of Times Publishing Group, remarked: “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 program.”