Celestial preps Mandarin kids’ net

Pan-Asian channels operator Celestial Tiger Entertainment is to launch a 24-hour Mandarin channel for children.

Miao Mi’s initial schedule includes Secret Y

Miao Mi will target international audiences with programming for kids aged between three and six, regardless of their native language.

The channel will roll out in selected Asia Pacific territories in the fourth quarter of this year. Its schedule will include a mixture of animation, movies and live-action series, such as gameshows and reality series.

Celestial has already picked up Star Babies, the animated series about a group of Chinese icons such as Bruce Lee as babies. Animated move Axel: The Biggest Little Hero and science-themed animated series Secret Y are also on its initial slate.

Shows will be offered in the local language, as well as the original Mandarin, while a suite of digital, on-demand and catch-up services will also be provided.

It will be the sixth Asian channel brand in Celestial’s line-up, running alongside Celestial Movies, Celestial Classic Movies, cHK, KIX and Thrill.

Todd Miller, CEO of Celestial Tiger Entertainment, said: “Miao Mi fills two significant gaps in children’s television: the lack of pan-regional Asian kids’ channels created for international audiences and the lack of television options catering to the growing demand for Mandarin language-learning.”