Odex Pte. Ltd. is a Singapore-based company that licenses and releases anime for local and regional Southeast Asian consumption. Odex was established in 1987 and set up its Anime Distribution department in 2000, selling anime in Singapore. It works with Japanese licensors such as Sunrise Inc., TV Tokyo, Yomiuri TV, D-Rights, TMS, Showgate Inc and Aniplex Inc. Odex also sells programs to television stations in Singapore, Malaysia, Indonesia, such as TV3, NTV7, Astro, MediaCorp TV and StarHub TV. Other than licensing, Odex also does English dubbing, translation and subtitling for other companies. Odex also deals in anime merchandise sales.
Odex is most well known for taking legal action in 2007–2008 against home users who were allegedly downloading copyrighted anime videos from the Internet. The actions received extensive press and blog coverage, especially as they roughly coincided with similar attempts in the United States by the music industry RIAA to enforce against file sharing by home users. Issues of intellectual property, copyright protections, privacy and freedom of speech underlie these events.
History
Odez was founded in 1987 and entered the anime distribution sector in 2000.
In 2003, with the support of Japanese licensors, Odex founded the Anti-Video Piracy Association of Singapore (AVPAS). At one point, AVPAS's committee-in-charge was led by Toh See Kiat and Odex directors Peter Go and Stephen Sing.
The following year, Odex and AVPAS, with the help of the Singapore Police Force raided a major video retail chain selling pirated anime VCDs. In order to continue in its fight against video piracy, AVPAS created its official website. After a month, they started to take actions against illegal downloaders.
In 2005, Odex opened their own English dubbing studios and DVD authoring facility. Odex attracted American clients, including Bandai Entertainment, Geneon USA and the History Channel.
In 2006, the Odex-licensed title D.Gray-man was broadcast on Singaporean television within five days of its Japanese broadcast. Other shows, including Casshern Sins and Gundam 00, would follow.
In 2008, Odex would work with Mediacorp to facilitate telecasts of shows the same week they aired in Japan.
Working with Animax in 2009, Odex had titles released at the same day and time as in Japan in 42 Asian territories.
In 2010, Odex started its business in MobTV. The company brought its website back up, but only to provide a link to the MobTV website so that visitors can learn more about the Animetrix service that Odex is providing on MobTV. Odex brought the Gundam 00 movie - Awakening of the Trailblazer into Singapore theatre, released on the same day as Japan. There were two screening venues, which are at Alliance Francaise and at Sinema after the first day premiere in Singapore.
Odex made a grand presence in Anime Festival Asia (AFA), being one of the two largest booths in the event hall. They brought in a wide range of anime cushions and anime apparel under their license. They also worked with AFA organisers to put up the screening of the Gundam 00 movie - Awakening of the Trailblazer and The Disappearance of Haruhi Suzumiya during AFA.
In 2011, Odex continued its participation in AFA, focusing on merchandise sales and movie screenings such as Sora no Otoshimono the Movie: The Angeloid of Clockwork, Detective Conan: Quarter of Silence, Naruto the Movie: Blood Prison, Fullmetal Alchemist: The Sacred Star of Milos and Ryūjin Mabuyer The Movie Nanatsu no Mabui.
Business model
Odex licenses and releases anime for local and regional Southeast Asian consumption. It was registered in 1998 to license, import and release overseas drama and animation into Singapore. It began distribution in 2000.
Odex VCDs packaging has two silver strips at the top and bottom, with the words Original Japanese Animation along the side with its logo. The VCDs are packaged as square boxed sets, with a CD folder containing six discs with 13 episodes each. The DVD boxed set is not packaged like the R1 and R2 sets, which come in one disc with two episodes, but as three discs with 12 episodes, using dual-layer DVDs.
Odex's VCDs contain Japanese-language audio. Some releases also include Chinese dubbing and English dubbing. Subtitles are written in both English, Chinese and Malay. They are generally priced below those of United States or Japanese counterparts. During promotional period, a 13-episode VCD boxed set was sold for SGD$10 while a DVD boxed set went for SGD$20.