MUMBAI: Earlier this year in June animation channel Animax underwent a repositioning. While previously it used to target kids now it targets youth 15-24.

It made a paradigm shift from kids' entertainment to general entertainment animated series with mature content to be enjoyed by the urban youth.

It launched its website www.animaxindia.com a couple of months ago. The Animax viewer can log on to obtain updates on the latest buzz words in all things animation. There are Animax forums and chats that discuss everything from Animax shows and animated characters to the exclusive gossip on anime box office and music.

Animax now claims that since its inception there has been a 237 per cent rise in the page views indicating a page view of 255,262 in the month of September 2006 from 75,636 in the month of August, 2006. The number of unique visitors to the website has also increased at least one-fold from 3,327 in August 2006 to a substantial 8,241 in September, 2006.

The channel says that since it is now grown up, the Animax viewer is a hip young adult that spends time at coffee shops, browsing the net for the latest in animation, gaming, gadgets and gizmos.

Animax adds that the Indian youth today want to experience a daily life that is dynamic, fun and full of creativity. It is addressing this need through the site.

Fans can be updated with all the schedules of their favourite Animax features. The website gives a voice to all the fans with its Animax Forum where they can log in and post their thoughts.