In an attempt to establish the connect with its audiences, AXN has introduced a dual Hindi feed in the New Year. From January 5, 2004, AXN presents a dual feed in Hindi and English from 8:00 p.m. – 9:00 p.m. every Monday to Friday. Premiering with Ripley’s Believe It or Not, this initiative will gradually include some of the channel’s highest rated shows in the one-hour time block.
The Hindi-dub initiative includes dubbed versions of Hollywood titles in February, every Saturday at 8:00 p.m. The movie line-up will include names like Godzilla, The Mask of Zorro, Mission Impossible and Stuart Little.
Commenting on the new development, Rohit Gupta, Executive VP, SET (I) Ltd. says, “AXN has been successful in striking a balance between managing a firmly entrenched international brand while infusing just the required amount of local flavour to give viewers the buzz. AXN constantly ups its ante by bringing viewers a mix of on-air programming and off-air activities, whether its bringing India’s first reality TV show, the AXN Extreme Dhamaka, the AXN Hot n Wild Contest or introducing the latest dual feed.
“Banking on its unique positioning and solid brand familiarity, we are sure this initiative is going to be a huge success with the Hindi speaking viewers, thereby enabling AXN to effectively build bridges with a larger audience base and entrench its roots further.”