17 May 2016

Singapore, 17 May 2016 – StarHub TV and MyChinaChannel (MCC) today jointly announced the launch of a dedicated Mandarin edutainment channel for kids aged three to 12. Called MaxToon (StarHub TV Channel 322), the channel is the first of its kind to be launched in Singapore and offers high definition, quality kid’s programming. MaxToon’s programming, which comprises a healthy mix of cartoons and live action, aims to entertain and educate curious young minds through engaging storytelling.

In addition to offering carefully curated content from China, MaxToon—which is owned and distributed by local media company, MCC—will also develop locally-produced content to cater to the needs of Singaporean audiences. The content will emphasize the importance of character development and values such as kindness and care for others. Young viewers can look forward to catching MaxToon from 6am to 12 midnight, with four hours of fresh content everyday. There will be Chinese subtitles made available for selected programmes. 

Come June, a brand new variety talk show called Kids’ Talk,  will be the first locally produced programme to debut on MaxToon. In Kids’ Talk, the host will engage its young guests on various topics of the day. Through the eyes of these innocent, young minds, viewers will be able to enter the children’s world—as these young guests assume different roles such as a parent, a Member of Parliament, or as themselves—and give their interpretations and perspectives on the topics.

At launch, young viewers can look forward to watching Panda’s Paradise, a story that tells of four friends who overcome all odds to remain fast friends despite having their own unique personalities; Xiao Kang Kang, which explores the different types of everyday problems encountered by children and shows them various ways to solve these problems; as well as Hai Bei Bei, an animation featuring the learning adventures of the 9-year old girl, Bei Bei, and her friends.

To ensure a good lineup of educational yet entertaining content, MCC will also be partnering Marshall Cavendish Education to co-create a kids’ reality programme in the last quarter of this year. Called Young Runners, the series will see kids race against one another in a game where the pedagogy and content advice will be mapped to the MOE curriculum, testing kids on their Mandarin proficiency. 

“Children are naturally imaginative and learn best through play. 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 light-hearted manner,” commented Ms Lee Soo Hui, Head of Media Business Unit, StarHub. “We are confident that MaxToon will delight parents and children alike.”

Said Mr Patrick Yong, Chief Executive Officer of MyChinaChannel, “Through the carefully curated programmes 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 home-grown 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.”

MaxToon is available from 18 May 2016 onwards to all StarHub TV customers at no extra cost. New customers who wish to take on a StarHub TV package can call 1630 or visit www.starhub.com/tv for more information.