AXN is the top English entertainment channel

The channel leads the overall viewership with 25% market share for the fiscal year FY 18

e4m by exchange4media Staff
Updated: Apr 14, 2018 9:23 AM

English entertainment channel AXN has closed the financial year 2017 on a high note. The channel has cemented its position as the leading English entertainment channel for the year. With 25% market share for the fiscal year FY18 (BARC data), AXN is at the top in overall viewership.

According to the channel, the winning feat is backed by a strong content strategy and marketing innovations. Catering to the evolving and discerning viewers, the channel introduced new properties-- ‘AXN Premiere Club’ that offers hot new shows and seasons seven days of the week (The Handmaid’s Tale, Vikings) and ‘AXN Bestsellers’ that showcases all-time-favourite cult shows such as Sex and the City, Hannibal and Breaking Bad.

AXN is also home to the most dashing hunks and mesmerizing women on TV such as Benedict Cumberbatch, Liev Schreiber, Damian Lewis, Elizabeth Moss, Katheryn Winnick and Sarah Jessica Parker.

The channel also undertook engaging and disruptive marketing initiatives to bring the iconic shows and characters closer to the audience. The large scale, experiential activities include a ‘Sherlock Restaurant Crawl’, where audiences got a chance to be their favourite detective, ‘The Voice Karaoke Nights’ where people showcased their singing talent, ‘Vikings Workout’ for all the fitness enthusiasts and a hard-hitting, thought-provoking campaign for ‘The Handmaid’s Tale’.

Talking about the achievement, Tushar Shah, EVP and Business Head (English Cluster), Sony Pictures Networks India, said, “A legacy brand in its 20th year, AXN is a diversified English GEC that has evolved with the changing needs of the consumer. Our strategy of offering content that gives viewers a mind-rush and helps them re-charge, has paid-off. Besides content, the marketing innovations to engage our core audience have also helped us maintain our leadership position through the year. We have interesting plans for 2018 that will unfold over the next few months.”

(Source: BARC, Wk 14’2017 to Wk 13’2018, All India 1Mn+ AB 15-40)

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