TV Asahi is set to launch “IMAnimation,” a new anime broadcasting slot on Saturday nights at 11:30 p.m., starting October 2024. This strategic move is designed to capture a broader audience with more convenient viewing times. The first series to air in this slot is the highly anticipated second season of “Blue Lock,” following the success of the movie “Blue Lock: Episode Nagi.”
The “IMAnimation” name reflects a focus on fresh, imaginative content. Following “Blue Lock,” the lineup will include “Baban Baban Bang Vampire,” based on Hiromasa Okushima’s manga, which will air in January 2025. TV Asahi will also produce a live-action film adaptation to coincide with the anime release, showcasing the company’s commitment to multifaceted media ventures.
TV Asahi has been broadcasting “NUMAnimation” since April 2020, aiming to attract young adult viewers. While successful, its 1:30 a.m. time slot limited its reach. The new 11:30 p.m. slot is more viewer-friendly, indicating TV Asahi’s intention to broaden anime’s appeal.
This move aligns with trends among other Japanese broadcasters. Nippon TV launched “FRIDAY ANIME NIGHT” in 2023, and TV Tokyo has consistently aired popular series like “SPY×FAMILY” during similar time slots. This shift demonstrates the growing importance of anime in expanding audience engagement during prime-time hours.
