Animax?s self-deprecating VP on the channel?s evolution, audience connection, and the values anime can instill
GREGORY HO, OR ?GREG,? as he would prefer, is cartoon-like in sight and demeanor. An anime character sprung to life, he sports a crew cut, glasses and a self-deprecating streak. He casts aside a grand introduction as ?good-looking? by UNO editor in chief RJ Ledesma. ?I?m fat and ugly, like a runaway from South Park,? retorts Ho, drawing laughter from Conway?s Bar.

This year, Animax is diversifying, bringing in Korean entertainment and the sassy ?Ani-mates.? Explaining Animax?s new programming, Ho shrugs and calls out an associate, ?It?s okay if you don?t get anime. Mister Leong over there doesn?t.? After, he briskly calls for the ?Ani-mates,? ?so you can stop staring at my ugly face.?

Leaving the stage, Ho spikes his interview call: ?Okay. They don?t need me anymore anyway!? This attitude echoes the over-the-top awkwardness of anime humor, and Ho explains: ?It?s ?cause I?m so ugly, man. If I don?t laugh at myself, everybody will, so I better laugh at myself, too!?

Ho?s comedic trampling of his image overshadows a crucial role: VP and GM of Animax Asia, one of cable TV?s culturally important brands. In 1999 Ho was AXN marketing director, building the brand: ?Back then I?d call people who?ve never heard of AXN; they?d say, ?Sorry. Not interested in buying insurance.? Before that were stints with Asia Business News/CNBC Asia and SBC Radio.

When Ho talks about cable programming and anime, he talks with expertise?and the occasional zinger.

Animax brought in Korean live action drama. Is it to win back viewership?

Not win back?expand. We recognized that not all youth like anime. Young people are into K-entertainment. You can?t run away from that fact. People love SuperJunior, or The Wonder Girls, or Brown Eyed Girls. What are you going to do, fight it? You have to embrace it. It will not please all anime fans, but there is an audience out there it will please. But we?ll never neglect our anime fans; anime is still important. We?ve demonstrated it by engaging ?Ani-mates? Alodia and Ashley (Gosiengfiao), and Steph (Henares).

What is Animax?s stand on the Internet?

The problem with the net is piracy, young people uploading content they have no rights to. While indulging their passion, they?re killing the industry. Compared to three years ago, anime production in Japan is down 60 percent. So, you would naturally think we hate the Internet. We don?t. You can?t hate it. Better to embrace it. We see the Internet as an opportunity for giving total integrated brand experience.

We?re one of the first to do catch-up TV online. Alodia, Ashley and Stephanie won?t just appear on air. They?ll blog, and do video blogs twice a week. It?s all about staying connected with the audience. People?s attentions are more divided, so it?s critical we build a lifestyle around our brand. Animax recognizes the joy of youth and reflects the world through their eyes.

Animax gives you that interactivity. It?s easy to shoot something stupid for YouTube. But, so what? There?s something about TV that makes people want to be on it, despite being online. If things go well, in August we?ll let our audience become hosts. We?ll let our viewers do 10-second show intros. You can say whatever you want. I could go on, and say what I always say. ?I?m so fat. I?m so ugly. Everybody tells me I can never make it on TV. But guess what: I?m on TV now! Coming up next?!? We give young people a platform where they can express themselves.

What kind of lifestyle is anime, and how does one live it?

Fans learn life lessons from anime. There?s a lot they can relate to. Anime has filled a void on TV left behind by American animation. The Simpsons? Family Guy? South Park? You think South Park values travel in Asia? Their values aren?t very Asian.

That?s the void anime has filled. Countless anime target youth and young adults, and their values fit them. Look at the underlying values. Does it resonate well, does it have a good story? That?s the true secret of anime?s appeal, and why it works so well with youth and young adults.

If I were a youth looking for guidance beyond institutions like family or society, which anime would you recommend for values education?

Fullmetal Alchemist: Brotherhood has very positive values. I watch it because of the brotherly love. Different anime have different appeal. Nodame Cantabile inspired young people to take up classical music. It revived interest in classical music. The influence of anime should not be underestimated. At the end of the day, you can?t preach to young people, or you?ll sound like their mum! The way to win young people?s trust is through entertainment. They can figure it out. You just need to show them.

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Ho is beckoned to join the ?Ani-mates? in photo-ops. ?A thorn amongst roses? Come on,? he jokes grudgingly. His refusals almost succeed.

One thing that Ho isn?t modest about is his effusive charm. ?Why do business with me? One, I have a good product. Two, well,? he laughs, ?because, you kinda like me.?