AXN, a Sony Pictures Entertainment arm, is to embark on its first ever local production and programming initiative in India with “AXN - Who Dares Wins” - India special.
According to sources the series to be produced in India is one of the biggest initiatives that the channel has embarked on and is part of the strategy to position AXN as an adventurous, vibrant and youthful channel.The channel would be using both international and local expertise in the production of the series, in keeping with the norms that the channel has set for itself.
The series to be hosted by former Australian test cricketer Mike Whitney is based on the reality television series Who Dares Wins and would dare Indians at home, at work, on the streets or at shopping malls to attempt stunts which would be televised.
Interestingly the channel, which has roped in several sponsors for the reality series would integrate the sponsors products as part of the show. The company hopes to cash in on this strategy due to the greater visibility offered in the adoption of this strategy.