AXS TV, a cable channel known for its music-centric programming, is venturing into a new territory by launching a dedicated anime block titled “Anime.com Hour.” Starting February 13, the block will feature popular anime series, beginning with Fate/stay night: Unlimited Blade Works and My Hero Academia. This move marks a significant shift for the network and a potential resurgence for anime on cable television.
A New Player Enters the Anime Arena
For nearly a decade, Adult Swim’s Toonami has been the dominant force in cable anime programming. With the launch of “Anime.com Hour,” AXS TV aims to provide an alternative for anime fans. The programming block is scheduled to premiere on Thursday, February 13th at 10:00 PM Eastern, with Fate/stay night: Unlimited Blade Works. An encore airing is planned for Saturday night at midnight. My Hero Academia will follow, starting from season one, on February 20th.
Anime.com Hour Programming Details
Fate/stay night: Unlimited Blade Works
Fate/stay night: Unlimited Blade Works is an anime series based on the visual novel Fate/stay night by Type-Moon. Produced by Ufotable, the series follows Shirou Emiya, a high school student and aspiring magus who becomes entangled in the Fifth Holy Grail War. In this secret tournament, seven “Masters” and their “Servants” – reincarnated historical heroes – battle for the Holy Grail, a magical chalice that can grant any wish. Shirou, along with his Servant Saber, allies with Rin Tohsaka, another Master, and faces the animosity of Rin’s Servant Archer, whose motives remain unclear.
My Hero Academia
My Hero Academia is set in a world where the majority of the population possesses superpowers known as “Quirks”. The series focuses on Izuku Midoriya, a young boy born without a Quirk who dreams of becoming a hero. After a chance encounter with his idol, the legendary hero All Might, Izuku inherits All Might’s Quirk, “One For All,” and enrolls in U.A. High School, a prestigious academy for aspiring heroes. The series follows Izuku’s journey as he trains to master his Quirk and protect the world from villains.
AXS TV’s Target Audience and Programming Strategy
AXS TV primarily caters to an older demographic with its focus on concerts and music videos from the 20th century. The introduction of “Anime.com Hour” signals an attempt to broaden its audience and attract younger viewers. However, some observers have noted the potential disconnect between the channel’s established audience and the anime programming.
The choice of Fate/stay night: Unlimited Blade Works and My Hero Academia as the initial offerings is noteworthy. Both series are highly popular and well-regarded within the anime community. However, some fans have pointed out that these shows are several years old, raising questions about their appeal to viewers who may have already seen them on streaming platforms.
Sponsorship and Presentation
The “Anime.com Hour” block is sponsored by Anime.com, a website that sells NFTs. This arrangement suggests that the programming block is essentially paid programming for the service. The financial details of the deal between AXS TV and Anime.com are not publicly known.
Another point of interest is the presentation of the anime block. Unlike Toonami, which features a mascot (TOM), it remains to be seen whether AXS TV will incorporate similar elements to enhance the viewing experience. The presentation and overall packaging of the block could play a significant role in its success.
The State of Anime on Cable Television
The launch of “Anime.com Hour” comes at a time when linear TV viewership is declining, and streaming services have become the primary platform for anime consumption. In the 2000s, various cable channels, including Syfy, IFC, G4, and MTV2, experimented with anime programming. However, Toonami has remained the most consistent presence in the cable anime landscape.
The new anime block on AXS TV faces several challenges, including competing with established streaming services like Crunchyroll and Funimation, as well as attracting viewers to a niche cable channel. Whether “Anime.com Hour” can carve out a successful niche remains to be seen.
Potential Impact and Future of “Anime.com Hour”
The launch of “Anime.com Hour” has generated considerable discussion within the anime community. Some fans are excited about the prospect of watching anime on cable again, while others are skeptical about the block’s long-term prospects.
Several factors will determine the success of “Anime.com Hour,” including the quality of the programming, the presentation of the block, and the network’s ability to reach its target audience. If the block proves to be popular, AXS TV may consider adding more anime series to its lineup or expanding the programming block.
AXS TV: A Brief History
AXS TV, originally launched as HDNet in 2001 by Mark Cuban, has evolved into a channel focused on music-oriented programming, combat sports, and entertainment events. Its programming includes documentaries, interviews, and concerts, catering to fans of rock and pop genres.
The channel has also broadcast combat sports events under the AXS TV Fights banner, as well as content from Total Nonstop Action Wrestling (TNA) and Invicta Fighting Championships. As of November 2023, AXS TV is available in approximately 32 million pay television households in the United States.
Challenges and Opportunities
AXS TV’s foray into anime programming presents both challenges and opportunities. The channel’s existing audience may not be familiar with anime, requiring a strategic approach to introduce the new content. However, the anime market is growing, and AXS TV could tap into a new audience by offering a curated selection of popular series.
The choice of older anime titles may be a strategic move to test the waters and gauge audience interest before investing in newer, more expensive acquisitions. The sponsorship by Anime.com provides financial support and aligns the programming block with an established anime-related brand.
Anime.com Hour: A Gamble Worth Taking?
Ultimately, the success of “Anime.com Hour” will depend on AXS TV’s ability to attract and retain viewers in a competitive media landscape. The network’s decision to venture into anime programming is a bold move that could pay off if executed effectively. As the premiere date approaches, anime fans will be watching closely to see if “Anime.com Hour” can become a viable alternative to streaming services and a worthy competitor to Toonami. The coming months will reveal whether AXS TV’s gamble on anime will resonate with viewers and establish a new presence for anime on cable television.
