In contrast to the above-mentioned phenomenon, there have been more productions of late-night anime for a non-"otaku" audience as well. The first concentrated effort came from Fuji TV's Noitamina block. The 30-minute late-Thursday timeframe was created to showcase productions for young women of college age, a demographic that watches very little anime. The first production "Honey and Clover" was a particular success, peaking at a 5% TV rating in Kantou, very strong for late-night anime. The block has been running uninterrupted since April 2005 and has yielded many successful productions unique in the modern anime market.