Celestial Tiger Entertainment (CTE), operator of the largest bouquet of pan-Asian channels dedicated to Asian entertainment, announced today the launch of CTE’s kids channel ‘Miao Mi’ in Singapore on Mediacorp’s OTT service, Toggle, and Singtel TV’s new OTT service, Cast. Miao Mi, the Mandarin edutainment channel created for preschool kids across Asia, is now available on Toggle’s Prime pack, and will be launched on Cast’s Kids pack starting 1 September. Singapore is the second market for Miao Mi, following its initial launch in Indonesia this January.
“We are elated to introduce Miao Mi to Singapore with the full support from two prevalent OTT services backed by two Singaporean media powerhouses,” said, Celestial Tiger Entertainment, executive vice president, TV Networks, Ofanny Choi. “Given the growing importance of Mandarin, and the desire of most parents to have their kids exposed to multiple languages, we believe Miao Mi offers great value for Singaporean families. Preschool kids, and their parents, can enjoy Miao Mi’s high quality children’s programming on various devices while practicing their Mandarin.”
Targeted at children aged three to six, Miao Mi aims to help kids in Singapore learn Mandarin in a fun and engaging way. The channel is carefully weaved with programs that entertain, educate and empower kids with an Asian perspective. The programming mix includes first and exclusive animated and live-action series, as well as family movies. These programs come from known children’s content providers, primarily from China, Korea and Japan, and are all dubbed in Mandarin. Miao Mi also features its own show, Miao Mi Classroom, which is hosted by the channel mascot and uses animated flash cards and songs to facilitate Mandarin language-learning.
Some of the first and exclusive programs premiering on Miao Mi include: two programs produced by Korea’s pre-eminent educational broadcaster EBS – Peet, The Forest Detective, a series centered around the theme of nature and Math Fun with Ria, an animated series teaching preschoolers mathematical fundamentals; Peek-a-boo, from Japan’s public broadcaster NHK, a live-action series designed to inspire kids’ curiosity through visuals and sounds; and Pleasant Goat Fun Class, an educational series focused on sports and animals featuring well-known animated characters from the Pleasant Goat franchise.
Miao Mi is available as a linear channel and a subscription VOD service through Toggle and Cast.