MUMBAI: The latest offering from Viacom18, Sonic, will be launched on 20 December. Bollywood actor Akshay Kumar, who is known for his daredevil action sequences in the movies, is the brand ambassador for the channel.

The channel goes with the tag line ?Thrills.Guts.Glory? and offers action, adventure and animation for its target audience, the young adults between the age group of 13-18 years.

Apart from major cable operators, the channel will be also be available on Airtel Digital TV, initially and gradually will be distributed via other direct-to-home operators. Sonic aims to reach 40 million households across the country.

Sonic and Nick India EVP and GM Nina Elavia Jaipuria said, "In India, animation is still looked upon as cartoons and hence childish while the world over, it has been soaring different heights. With Sonic, we hope to break that clich?."

Talking about the choice of the brand ambassador, Jaipuria said, "Action is in Akshay?s blood and DNA. He brings alive action and thrill for the action loving generation."

Kumar added, "I love action and I feel that Sonic is a channel that will bring action and adventure to the audiences very effectively. I immediately said yes to the offer when I heard the concept."

As part of the launch campaign the channel has undertaken multimedia initiatives on a large scale. While the network?s channels are airing TVC?s introducing Sonic, efforts have also been taken in the print, outdoor, digital, mobile and on ground media.

A dedicated website has been launched to engage the audiences. Users can access games, mobile interactivity and get updates on Facebook and Twitter.

The programming line up has animated shows like Shaktimaan, Kung Fu Panda - The Legend of Awesomeness, Jackie Chan Fantasia, Mighty Morphin Power Rangers, Power Rangers S.P.D., Kung Fu Cat, Kong and Supastrikas. The Sonic Flix block will showcase action packed movies while Sonic Extreme will have shows like The Adrenaline Project and Are You Afraid of the Dark?

"The USP of the channel is the fact that it offers action across different genres from Kung Fu Panda to Are You Afraid of the Dark? Also, it is my belief that the superheroes are the trump cards for the channel," Jaipuria added.

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