
It’s hard to pin point exactly what it is about Eden of the East that makes it so popular, but popular it is; the 7th episode managed to find a bigger TV audience than Naruto; an even more remarkable feat when you stop to consider that it airs at 00:45, compared with Naruto at 19:30! Either there has been some serious marketing yen thrown at the series, or, more encouragingly, there remains a strong demand for intelligent, mature anime in Japan (could have fooled me)?
Of course, TV brand Noitamina deserves a lot of the credit. Conceived with the “intention of expanding the target audience [of anime] beyond the typical young male”, they have done exactly that; starting with the excellent Honey and Clover, and following that with the likes of Mononoke and Moyashimon, their main target is clearly the josei female audience, yet their selected series are often so good (in terms of animation, direction and characterisation) that they appeal broadly across the sexes, hence Noitamina has become synonymous with quality anime, and the viewing public have responded in proper numbers, which is encouraging to say the least!
Replacing Eden of the East in July will be the earthquake-drama Tokyo Magnitude 8.0. So, replacing the cinematic quality of Production I.G will be the ever-impressive Bones; seems Noitamina is showing no signs of slowing down!


