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Mandarin channel Miao Mi heads to Singapore

The children’s channel is available for the first time in Singapore, thanks to a deal between Celestial Tiger and Toggle Kids.
August 29, 2016

Mandarin edutainment children’s channel Miao Mi from Hong Kong-based pan-Asian channel operator Celestial Tiger Entertainment has launched for the first time in Singapore. The channel has bowed on Mediacorp’s bilingual Toggle Kids channel and SVOD service.

Miao Mi, which represents Toggle Kid’s first Mandarin channel, joins premium content already on the ad-free platform from brands including Disney, Nickelodeon and Da Vinci.

Accessible to existing Toggle Prime subscribers at no extra cost, Miao Mi targets kids ages three to six regardless of their native language, and features a mix of animated series, movies and live-action reality, game and parenting shows.

Animated content exclusive to Miao Mi includes Mandarin language-learning program Miao Mi Classroom, Chinese icon-themed Star Babies, science-based series Secret Y and CCTV’s top-rated series Happy Friends, Happy Hero.

Free episodes of select Miao Mi programs are available on www.toggle.sg/togglekids, while the complete experience can be accessed with a US$9.90 Toggle Prime subscription.

Local language and original Mandarin language viewing options are included with Miao Mi, as well as choice of platform, including on-demand, catch-up and OTT services.

Celestial first announced its move into the kids programming space in April 2015.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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