AXN in overdrive for new season of ‘24’; experiments with subtitles, new time slots

The new season of ‘24’, a popular action series on AXN, is eagerly awaited this time, mostly because it marks Bollywood star Anil Kapoor’s debut on international television. AXN is all out to cash in on this excitement and has decided to revise the telecast timings to Monday to Thursday instead of once a week. The channel is also experimenting with subtitles for ‘24’.

e4m by Khushboo Tanna
Updated: Aug 18, 2010 8:37 AM
AXN in overdrive for new season of ‘24’; experiments with subtitles, new time slots

AXN, the English entertainment channel from the house of Sony, is all set to launch the 8th season of its popular action show ‘24’. In its latest season, the show will be telecast from Monday to Thursday at 11 pm, instead of the earlier once a week telecast schedule. This means that instead of 24 weeks, the season will end in a span of just six weeks.

The hour-long show will have only one break as opposed to the four breaks it used to have in the previous seasons. The repeat telecast will be aired on Thursdays and Fridays at 10 pm so that viewers can watch the previous episode (in case they missed it the previous day) before they watch the new episode. For ‘24’, AXN has roped in two presenting sponsors – Vodafone and Nokia, and four associate sponsors – Garnier Men, ibibo, Nescafe and Cadbury Bournville.

Talking about the programming changes, Rohit Bhandari, Senior Vice President, AXN and Animax, said, “This time around, the channel expects a lot of people to tune in because Anil Kapoor is playing a crucial role in the series.”

This apart, the channel is experimenting with adding subtitles for this season. The channel wants to test whether subtitling helps it get more viewers. In fact, the channel had introduced subtitles in one of its shows around 6-7 months ago and had received mixed reviews at that time.

The core TG of the channel is in the 15-45 age group and from SEC A and B. While this TG has relative access to the Internet, most of the marketing spends are across television.

The 9-10 pm band on AXN is focused on reality shows, while the 10-11 pm band is focused on serialised telecoms. In the next few months, the channel plans to launch an India focused series show and newer programmes in the peak festive season.

Bhandari further said that the ad spot rates had increased in the past year by approximately 10-15 per cent and they were looking for a similar growth this year.

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