It's really unfair when you consider the number of women-oriented magazines and TV shows in the Indian market compared with what it offers to men. Keeping this in mind, AXN has joined hands with the men’s magazine ‘Man’s World’ to come up with a new show for men called, 'The Man's World Show'. The show aims to give an insight into all things important to Indian men and premieres on January 18, 2006 in the Wednesday, 10.30 pm slot.
Rohit Bhandari, Director-Sales and Marketing, AXN-South Asia, said, "This show caters to the underserved TV shows market for men. Though the target audience for AXN is men and women in the age group of 15-55, this show is specifically for upwardly mobile people between 25 and 44 years in the metros."
Man’s World, which is actively involved in the content of the show, holds a similar view. N Radhakrishnan, Editor of the magazine, said, “This is an informative show, which uses humour. A lot of characters have been created for the show – it’s just any straight narrative.”
He explained that the show will also see write-ups in the magazine and would reflect the personality of the magazine. The show will have episodes with themes such as "The Art of Seduction", "The Rules of Success in the Workplace" and "How to be the Perfect Lover". Each episode will also feature a female celebrity guest – like Tanishaa, who appears in the first episode. These female celebrities will give viewers their very personal views on love and life.
Sunder Aaron, VP-International Networks, Sony Pictures TV International, and creator of this show, said, "Though each episode will have loads of relevant information, there will also be a healthy dose of entertainment and humour that is far from slapstick comedy to engage the viewers."
Aaron added, "This groundbreaking show is tailor-made for the Indian audience. It's one of AXN's first homegrown Indian productions and we needed to give our viewers a fun, entertaining and slightly irreverent show that they can all relate to. Most importantly, the show is topical."
Bhandari added, "AXN over the years has created a niche for itself, targeting an upwardly mobile male audience. 'The Man's World Show' is in keeping with AXN's endeavour to infuse an Indian flavour to its inimitable style by offering the viewers a range of answers, options and ideas for his evolving cosmopolitan lifestyle."
The show is hosted by Ash Chandler and Vrajesh Hirjee, who will take the audience on a fun, fresh ride filled with sharp dressing, fast talking, cool gadgets, and some bizarre scenarios with the show's regular cast of characters such as Benny, the 30-year old virgin, Dr Love, Nimmu Masi, Demo Girl, and Tara, the gorgeous bartender, who will give wise advice and insight into a woman's mind.
As a part of the marketing strategy, Chandler and Hirjee will visit some of the coolest spots in Mumbai, Delhi and Bangalore to connect and directly interact with people. Bhandari felt that this would promote the show as well as provide a message platform to the audience.