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AXN to undertake high-pitched promotions

20-March-2002
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AXN to undertake high-pitched promotions

AXN plans to undertake high-pitched on-ground events to promote the brand in India. The television channel has also lined up slew of block-buster television serials for the second half of 2002. Beginning April 2002, the channel may review its advertising rates.

AXN’s programming line up for the third quarter 2002 includes: an Indian premier of ‘Charlies Angels and CSI (Crime Scene Investigation), which is hogging No 1 prime time slot on the US TV and also the latest version of Gusiness World of Records in April 2002. According to sources, In all, eight new television-created programmes will be unveiled in the next three-quarters.

AXN’s strategy in India is to have episodic time-bands (The 8 PM tine band is for a variety of action serials and the 9 PM time band for reality shows) provide a consistent and loyal audience; and movie title-driven band (10 PM) to give spikes in viewership.

For the moment, AXN plans to continue with the experiment of Hindi dubbing in narrative-intensive shows — the initiative was launched eight months ago.

India accounts for AXN’s channel carriage of around 21 million homes out of 38 million homes in Asia.

Source: Financial Express

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