AXN to continue moving along the pay route post CAS

NEW DELHI: Reiterating that AXN will continue to be a pay channel even after conditional access system is introduced in India, whenever that is, V-P marketing AXN Asia Gregory Ho said that in the initial phase of CAS most pay channels' viewership will get "impacted."

"CAS will usher in an era in India which will be similar to any other market in Asia like Japan where there will be an ala carte menu and also premium fare." Ho made these remarks while addressing journalists concerning the channel's plans for the show Alias which will premiere on the channel next month. Pointing out that Indians are "very fortunate" as they hardly have to pay anything for a whole gamut of channels, Ho said that in Singapore, for example, the basic tier costs as much as Singapore $30 per month.

Over and above that for every other channel the subscribers have to pay extra and all movie channels were part of the pay package and charged a premium. Terming India as the "rising star" in the scheme of AXN, Ho said: "India has the potential and if we get it right, this market will become a cash cow." At the moment, the most lucrative market for AXN is Taiwan where cable penetration is as high as 95 per cent. Though Ho was a bit cagey about revealing revenue figures, he did admit that AXN's Indian operation garnered more revenue out of advertising as ''subscription revenue in India is quite low".

Pointing out that India could have become the cash cow last year itself but for the economic slowdown which hit the global economy, Ho said now as per their expectation, the Indian market will take another couple of years to become the proverbial cash cow. "The market is slowly picking up but there is a guarded optimism (amongst advertisers)," he added.

To build up the brand further the channel is extending its roadshows involving screening of movies, as part of on-ground marketing initiatives this year to 10 cities which also include non-metro centres like Chandigarh and Cochin. The 28 movies that AXN will screen over seven days include Gladiator, Nighthawk, the two Mission Impossible films with Tom Cruise and some Jackie Chan movies. Efforts are also on to get some action-oriented Hindi films like Aawara Paagal Deewana also to be screened as part of the festival.

Assistant V-P (marketing and sales-AXN) of SET India Rohit Bhandari said SET distributed and took care of marketing and sales of AXN in India.

A brand evaluation, which took place sometime last year, highlighted that though the popularity of AXN channel is high, the perception and clarity about the channel's image was a "bit fudgy", Ho said.

Latest Reads
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports
Q3-16: DIRECTV mitigates AT&T U-Verse TV subscriber numbers fall

BENGALURU: AT&T acquired DIRECTV added 323,000 net subscribers and hence helped mitigate the company’s Entertainment and Internet Services Group (Entertainment) segment’s loss of 326,000 U-Verse subscribers for the quarter ended 30 September 2016 (Q3-16, current quarter). About 70 percent of...

Television TV Channels English Entertainment
"Let India open its market, we will open ours" - PEMRA chairman Absar Alam

Pakistan’s TV watchdog - the Pakistan Electronic Media Regulatory Authority (PEMRA) - charimanAbsarAlam was in the line of Pakistan’s Geo News anchor Shahzaib Khanzada’s fire last week. In his Monday to Thrusday current affairs talk show Aaj ShahzaibKhanzada Kay Sath - the anchor grilled him time...

Television TV Channels GECs
BIG Magic acquires 'Boonie Bears' exclusive FTA rights

BIG Magic has acquired exclusive FTA rights of ‘Boonie Bears’, the No.1 and most popular animated series in China. BIG Magic has renamed it ‘Babloo Dabloo’ for the Hindi viewing audience. Babloo Dabloo airs every Monday – Sunday 10 am – 11 am & 5 pm – 6 pm only on BIG Magic

Television TV Channels GECs
PBL: Setting stage for next big thing on Indian sporting landscape

India has witnessed the emergence of a multi-sports culture over the past few years. This significant development has come on the back of a promising display by Indian sportspersons across various disciplines, the meteoric rise of home grown leagues and the consequent widening of the fan base of...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories