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AXN dons new look primetime for South Asia

06-July-2004
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AXN dons new look primetime for South Asia

AXN has given a new look to its South Asia primetime-programming schedule. The new programme schedule, starting July 5, will see a shift in the AXN Prime Zone, featuring drama series like CSI, 24 and Alias, from 10pm to 8pm, and the introduction of a movie belt on Mondays and Tuesdays at 10pm.

Todd Miller, Managing Director of both Sony Pictures Television International (SPTI), Asia, and Sony Pictures’ network channels in Asia, said that the new programme schedule would reflect AXN's ongoing efforts as the market leader to take proactive initiatives to continue market leadership.

“Ratings studies, viewer tracking surveys and regular feedback from viewers and our cable partners pointed towards these changes,” said Ricky Ow, Vice-President of Advertising Sales and Programming at AXN. “While the programming content remains largely unchanged, the new-look primetime schedule will provide a solid three-way fit between AXN, its viewers who will now enjoy action-adventure programming at times that are most suited to their lifestyles and advertisers who now have the power to send their messages directly to their desired target audience,” he added.

Ow also pointed out that close and constant analysis of ratings studies and viewer feedback helped the channel to mould its programme schedule to achieve blockbuster ratings amongst advertisers’ preferred target audiences.

To reinforce its position as an action-adventure channel in India, AXN will bring viewers new seasons of current exclusive series and brand-new titles every month. In July, the fifth and latest season of the Emmy-award winning The Amazing Race will take off, and will feature a pit stop in Kolkata. Also premiering in July are the special seven-episode Couples Fear Factor, where couples would be faced with their worst fears and other conniving couples in a bid to win the whopping $ 1-million grand prize, the brand new seasons of Xena Warrior Princess starring Lucy Lawless, and the legal drama, The Associates.

In August, AXN will bring viewers Next Action Star, a new reality series produced by Hollywood producer Joel Silver (producer of The Matrix, Gothika, Swordfish and Lethal Weapon) that searches for an action hero and heroine. Featuring a casting call that would see 14 finalists fighting to stay on in the show withstanding the weekly eliminations. The series’ winners will star in the action movie, Bet Your Life, starring Billy Zane, and produced by Joel Silver.

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